Food regulator FSSAI has banned Dabur India from selling several of its food products that carried misleading “100%” claims. These products include Dabur’s honey and cow ghee.
The FSSAI has termed these claims misleading and directed the company to immediately halt the sale of the identified products. The regulator has also sought an ‘Action Taken Report’ from Dabur within 15 days.
According to the FSSAI, various misleading “100%” claims were found on food products sold via the company’s website. These included labels such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic,” and “100% Tender Coconut Water.”
The regulator states that the use of such “100 percent” claims violates the FSS (Advertising and Claims) Regulations, 2018. These claims are vague, unverified, and misleading to the average consumer.
Other Major Violations of Regulations
‘Jaivik Bharat’ Logo
The ‘Jaivik Bharat’ logo was found on Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey without any valid FSSAI organic endorsement.
Incorrect Claim on Compound Foods:
Dabur Homemade Coconut Milk was being marketed with a “100% Purity” claim. Under the FSS Regulations, 2018, making such a claim for compound foods (mixed food products) is strictly prohibited.
Previous Notice Issued
The FSSAI stated that it had previously issued a notice to Dabur, directing it to immediately stop making such misleading “100%” claims. However, as the company took no action, the FSSAI was compelled to issue this strict prohibition (ban) order. Dabur must now inform the authorities within 15 days about the steps it has taken following the FSSAI’s order.
Why the ban on the ‘100%’ claim?
According to food science, it is virtually impossible to scientifically prove that any processed or packaged food product is ‘100% pure,’ given the presence of natural moisture, air, or processing ingredients. Therefore, making such a claim without concrete laboratory evidence constitutes a legal offense.