In a significant move to strengthen consumer protection, the Food Safety and Standards Authority of India (FSSAI) has prohibited Dabur India from selling certain food products marketed with "100% pure," "100% natural," or similar claims. The regulator said such claims are ambiguous, unverifiable and could mislead consumers.
The FSSAI has ordered Dabur India to immediately halt the sale of several food products carrying "100%" claims, stating that the labelling violates food safety and packaging regulations and may create a misleading impression among consumers.
Editorial Insight
Key Highlights
FSSAI has barred Dabur from selling food products carrying misleading "100%" claims.
The regulator said such claims are ambiguous, unverifiable and likely to mislead consumers.
The directive covers products including honey, ghee, edible oils and apple cider vinegar.
Dabur said the labels are being phased out as part of a packaging update.
The action is part of FSSAI's efforts to strengthen truthful food labelling and consumer protection.
According to the regulator, claims such as "100% pure," "100% natural," and "100% purity guaranteed" are considered ambiguous unless they can be scientifically substantiated. The action is part of FSSAI's broader effort to ensure truthful food labelling and protect consumer interests.
The directive reportedly covers several Dabur products, including honey, cow ghee, edible oils, organic apple cider vinegar and homemade coconut milk, among others, carrying the disputed claims.
In response, Dabur India said its products comply with applicable regulations and that the "100%" labels are already being phased out as part of an ongoing packaging revision. The company added that it is cooperating with the regulator.
Editorial Analysis
Why This Matters
The action reinforces regulatory oversight of food labelling in India and signals stricter enforcement against misleading marketing claims. It is expected to encourage greater transparency in product packaging and help consumers make informed purchasing decisions.
The development comes amid increased regulatory scrutiny of food marketing practices, with authorities seeking greater transparency and accuracy in product claims.
