The food regulator FSSAI has banned Dabur India from selling several of its food products with misleading ‘100%’ claims. This includes Dabur’s honey and cow ghee.
FSSAI has termed these claims as misleading and has directed the company to immediately stop the sale of these identified products. FSSAI has asked Dabur to file a report on action taken within 15 days.
What FSSAI’s investigation revealed
According to FSSAI, various types of misleading ‘100%’ claims were found on food items being sold on 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 this use of ‘100 percent’ claims violates the FSS (Advertising and Claims) Regulations, 2018. These claims are vague, unverified and misleading to common consumers.
Other Major Violations of Rules
- ‘Organic India’ Logo: The ‘Organic India’ logo was found on Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey without any valid FSSAI Organic Endorsement.
- False Claims on Compound Foods: Dabur Homemade Coconut Milk was being marketed with claims of “100% Purity”. Under FSS Rules, 2018, making such claims for compound foods (mixed food products) is absolutely not permitted.
Notice Had Been Issued Earlier Too
FSSAI stated that it had previously issued a notice to Dabur directing the company to immediately stop such misleading “100%” claims. However, no action was taken by the company, after which FSSAI had to issue this strict prohibition (ban) order. Now Dabur will have to inform within 15 days what steps they have taken following FSSAI’s order.
Why the ban on 100% claims?
According to food science, it is almost impossible to scientifically prove that almost any processed or packaged food product is ‘100% pure’ due to natural moisture, air, or processing components. Therefore, writing this without solid laboratory evidence is legally an offense.
