FSSAI prohibits Dabur from selling food products with '100 pc' claims
The regulator asserted that the use of the 100 per cent claims is in contravention of the FSS (Advertising & Claims) Regulations, 2018.
On Monday, the Food Safety and Standards Authority of India (FSSAI) announced a prohibition order against Dabur India Ltd for selling food products with misleading "100 per cent" claims. These claims included "100% Natural", "100% Pure", "100% Purity Guaranteed", "100% Organic", and "100% Tender Coconut Water" on Dabur's products such as honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk, and others.
The regulator highlighted that these claims are ambiguous, unverifiable, and likely to mislead consumers, thus contravening the Food Safety and Standards (Advertising & Claims) Regulations, 2018. Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found with the Jaivik Bharat Logo without valid FSSAI organic endorsement.
Additionally, Dabur Hommade Coconut Milk was marketed with the claim "100% Purity", which is not permissible for compound foods under the same regulations. The FSSAI had previously issued a notice to Dabur to discontinue these misleading claims, but no satisfactory corrective action was taken. The regulator directed Dabur India Limited to immediately halt the sale of the identified food products and all other products carrying misleading "100%" claims, submitting an Action Taken Report (ATR) within 15 days.
In recent months, FSSAI has been leveraging social media to inform the public about its enforcement actions against various food business operators and e-commerce companies selling these products on their online platforms.
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