The Food Safety and Standards Authority of India (FSSAI) has issued a Prohibition Order directing M/s Dabur India Limited, New Delhi, to immediately stop the sale of food products carrying misleading “100%” claims.
The order covers products including:
- Honey
- Apple Cider Vinegar
- Virgin Coconut Oil
- Sesame Oil
- Cow Ghee
- Coconut Water
- Coconut Milk
- Other similar food products carrying “100%” claims
Critical Non-Compliances Observed
1. Misleading “100%” Claims
FSSAI found that food products sold on Dabur’s website carried misleading claims such as:
- 100% Natural
- 100% Pure
- 100% Purity Guaranteed
- 100% Organic
- 100% Tender Coconut Water
2. Violation of FSS Advertising & Claims Regulations
The regulator stated that the use of these “100%” claims is in contravention of the Food Safety and Standards (Advertising & Claims) Regulations, 2018, as the claims are ambiguous, unverifiable, and likely to mislead consumers.
3. Unauthorized Organic Claims
FSSAI observed that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without valid FSSAI organic endorsement, violating the Food Safety and Standards (Organic Foods) Regulations, 2017.
4. Non-Permissible Purity Claim
Dabur Homemade Coconut Milk was marketed with the claim “100% Purity.” According to FSSAI, such a claim is not permissible for compound foods under the FSS (Advertising & Claims) Regulations, 2018.
5. Failure to Take Corrective Action
Despite an earlier notice directing the company to discontinue misleading “100%” claims, FSSAI stated that no satisfactory corrective action was taken by the Food Business Operator (FBO).
FSSAI’s Direction
FSSAI has directed M/s Dabur India Limited to:
- Immediately prohibit the sale of all food products identified in the notice and any other products carrying misleading “100%” claims.
- Submit an Action Taken Report (ATR) within 15 days detailing the corrective measures taken.
The action highlights FSSAI’s continued focus on ensuring truthful food advertising, preventing misleading claims, and protecting consumer interests through strict regulatory enforcement.
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