The food safety regulator of India, the Food Safety and Standards Authority of India (FSSAI), has ordered Dabur India Ltd to halt the sale of several food products carrying “100%” claims that it says are likely to mislead consumers. The action covers Dabur Honey, Dabur Ghee and several other packaged food products marketed with claims such as “100% Pure”, “100% Natural” and similar descriptions.
The regulator says that such claims are not in line with food advertising and labelling requirements as they are deemed ambiguous and cannot be objectively checked. The action underscores the on-going efforts of FSSAI to enhance food safety, clear labelling of food and protection of consumers in the packaged food industry in India.
What Action Has FSSAI Taken?
The FSSAI has issued a prohibition order directing Dabur to stop selling foodstuffs with unqualified claims of 100% on the label, packaging and even the advertisement of the product. The regulator discovered that some of the products sold on the Dabur website contained descriptions which it believed were not in line with the food advertising laws.
Some of the products that are affected include:
- Dabur Honey
- Cow Ghee
- Organic Apple Cider Vinegar
- Virgin Coconut Oil
- Sesame Oil
- Coconut Water
- Coconut Milk
The regulator has objected to the following claims:
- “100% Pure”
- “100% Natural”
- “100% Purity Guaranteed”
- “100% Organic”
- “100% Tender Coconut Water”
FSSAI said such representations are not permitted under the regulations because they are considered ambiguous and capable of misleading consumers.
Why Were Dabur’s Claims Questioned?
FSSAI said that the use of blanket “100%” claims is a breach of the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The regulator found these words to be ambiguous, unverifiable and were likely to mislead the consumers regarding the nature or quality of the products.
In general, claims such as “100% Pure” or “100% Natural” are difficult to substantiate because they imply an absolute standard. Under food labelling principles, such claims must be supported by objective evidence. If they cannot be scientifically verified, regulators may consider them ambiguous or potentially misleading to consumers.
Instead of doubting the quality of products themselves, the regulatory issue appears to be concerned with the way the products were marketed in terms of packaging and marketing claims. The stance of the authority is that absolute purity or naturalness claims should not be applied where they cannot be determined with definitive results within the regulatory framework.
Impact on Consumers
The recent move by the FSSAI supports the need to have the correct food labels that will enable the consumer to make a right decision to purchase.
Product claims and food labels usually affect the buying behavior of consumers, especially when it comes to the buying of products that are being promoted as natural, organic or pure. The regulatory control is to make sure that these descriptions are upheld by relevant standards and they do not cause false and illusory impressions.
FSSAI has strengthened the need to have clear, transparent and compliant food labelling by taking action on unqualified 100% claims.
Impact on Dabur
Following the regulator’s order, Dabur said it has already initiated the transition to revised product labels to comply with the directive while seeking legal advice on the matter. The company also maintained that its products comply with applicable quality standards and that the required packaging changes are being implemented.
The regulatory measure is mainly on product communication by the company and branding of the product in the context of 100 percent claims and not on the product categories.
Why Food Labelling Matters
FSSAI is mandated with the regulation of food safety and food standards in India, under the Food Safety and Standards Act, 2006. Among its major obligations is to make sure the labels and advertisements on foods are true to what is being sold to customers.
The Food Safety and Standards (Advertising and Claims) Regulations, 2018 are aimed at deterring misleading, exaggerated or unverifiable statements on packaged foods. Such regulations serve to safeguard the consumer interests by ensuring that there is fair representation of the products and enhancing market transparency.
Broader Regulatory Context
The move against Dabur is indicative of increased regulatory demands on marketing claims employed by food companies in India.
Over the past years, FSSAI has made more and more efforts to underline that food companies must base their claims on scientifically proven statements and not absolute statements which can be misunderstood by consumers. Honest advertising and responsible product communication have always been emphasized by the regulator as the key elements of consumer protection and food safety regulation.
The recent order is an indication that the regulators are becoming increasingly concerned not only with the quality of products but with the presentation of food products to people.
Final Thoughts
The most recent measure taken by FSSAI against Dabur is based on the use of the claims of 100 percent on various products such as Dabur Honey, Dabur Ghee and many other packaged food products. The regulator has instructed the company to cease selling products carrying these claims saying that such descriptions are vague, unverifiable and have the potential to deceive consumers in accordance with the current laws on food advertising.
The issue highlights the need to ensure proper food labelling, marketing and regulatory compliance. To food manufacturers, it is a reminder that any promotional claims made should be in line with the food safety laws in India and the consumers have access to better and more accurate information about the product.
