FSSAI directs Dabur to stop using '100% natural' claims on food products
text_fields
The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Ltd to immediately stop selling food products carrying "100%" claims, saying such statements are misleading and violate food advertising regulations.
In its prohibition order, the regulator said claims such as "100% Natural", "100% Pure" and "100% Organic" are ambiguous, unverifiable and likely to mislead consumers, making them non-compliant with the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
According to the FSSAI, several products listed on Dabur's website were promoted using these claims. The order covers products including honey, apple cider vinegar, coconut oil, cow ghee, coconut water and coconut milk.
The regulator specifically noted that Dabur Hommade Coconut Milk was marketed with the claim "100% Purity", stating that such a claim is not permissible for compound foods under the regulations.
The FSSAI also objected to the use of the "Jaivik Bharat" logo on certain products, alleging that the organic certification mark had been displayed without valid approval from the regulator.
The food safety authority said it had previously instructed Dabur to discontinue the use of "100%" claims but alleged that the company failed to take the required corrective measures.
The FSSAI has directed Dabur to submit an action-taken report within 15 days.