India's food regulator ordered Dabur India Ltd. on Monday to stop using "100%" purity or natural claims on several food products [1].
The directive targets the labeling of common household staples, signaling a stricter approach by the government toward marketing claims that cannot be scientifically verified. This move could force a wider industry shift in how natural products are branded across the country.
The Food Safety and Standards Authority of India (FSSAI) issued a prohibition order covering a variety of goods [1]. Affected products include honey, cow ghee, virgin coconut oil, sesame oil, apple cider vinegar, and coconut water [1].
According to the regulator, the use of the "100%" tag [1] is ambiguous and unverifiable. The FSSAI said these claims are likely to mislead consumers, which is prohibited under Indian food labeling law [2, 3].
The regulator's action focuses on the specific language used to describe the purity and natural state of the ingredients. By removing these markers, the agency aims to ensure that labels provide a transparent and accurate representation of the product's composition [3].
Dabur is one of India's largest fast-moving consumer goods companies, and the order requires the company to cease the sale of products bearing these specific claims until the labels are corrected [2]. The agency did not specify a grace period for the removal of existing stock from shelves, but the order emphasizes immediate compliance with labeling standards [1, 2].
“FSSAI issued a prohibition order directing Dabur to stop using '100%' purity or natural claims”
This enforcement action reflects a broader regulatory trend in India to tighten food labeling laws and eliminate 'puffery' in health and wellness marketing. By targeting a major player like Dabur, the FSSAI is setting a precedent that quantitative claims of purity must be backed by rigorous, verifiable data or removed entirely to protect consumer interests.
