FSSAI Prohibits Dabur's Misleading '100% Pure' Claims
The Food Safety and Standards Authority of India (FSSAI) has issued a prohibition order against Dabur India Ltd, a major player in the fast-moving consumer goods sector, concerning its marketing claims of '100 per cent' purity on several products. This action affects popular household items sold online, including cow ghee, honey, virgin coconut oil, sesame oil, apple cider vinegar, coconut water, and coconut milk.
According to FSSAI, declarations like '100 per cent Natural,' '100 per cent Pure,' '100 per cent Purity Guaranteed,' '100 per cent Organic,' and '100 per cent Tender Coconut Water' breach the Food Safety and Standards (Advertising & Claims) Regulations, 2018. The regulator stated that such absolute claims are legally non-compliant, ambiguous, and unverifiable, potentially misleading consumers about the actual composition of these products.
In addition to these claims, FSSAI identified unauthorized use of organic certification marks on specific Dabur products. The 'Jaivik Bharat' organic logo appeared on some products, such as Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, without valid FSSAI organic certification, violating national organic food standards.
The prohibition followed earlier notices from FSSAI, which directed Dabur to voluntarily remove the misleading labeling. As the company did not take adequate corrective measures, FSSAI escalated the matter to a public prohibition order. Dabur India has acknowledged receiving this notice and is currently reviewing its digital platforms for compliance.
This regulatory action is part of a broader FSSAI campaign to ensure truthful advertising across India's food, beverage, and e-commerce sectors. The authority has been increasingly transparent about its regulatory proceedings against major food business operators in recent months, including energy drink manufacturers, alcoholic beverage producers, and digital marketplaces, to enforce strict adherence to labeling standards.
