FSSAI Bans Dabur Products Over Misleading '100%' Claims in Major Regulatory Blow

Food and Beverages

FSSAI bans Dabur products after finding misleading '100%' claims, sending a strong warning to food brands over labeling, transparency, and consumer trust.

FSSAI bans Dabur products carrying misleading "100%" claims.
The action covers honey, cow ghee, edible oils, coconut products, and apple cider vinegar.
FSSAI says the claims violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018.
Dabur has been directed to stop sales and submit an Action Taken Report within 15 days.
The move signals stricter enforcement of food labeling and advertising standards across India.

FSSAI bans Dabur products carrying misleading "100%" claims, marking one of the regulator's strongest actions against food labeling practices this year. The order targets multiple Dabur products and reinforces the government's tougher approach toward advertising that could mislead consumers.

The Food Safety and Standards Authority of India (FSSAI) issued a prohibition order after finding several products marketed with claims such as "100% Natural," "100% Pure," "100% Organic," and "100% Purity Guaranteed." According to the regulator, these claims are ambiguous, difficult to verify, and violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018.

The FSSAI Dabur action applies to a broad range of products, including Dabur honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk. The regulator also found that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement.

Another product, Dabur Hommade Coconut Milk, was promoted with the claim "100% Purity," which FSSAI says is not permitted for compound food products under existing regulations.

According to FSSAI, the company had already received an earlier notice directing it to discontinue the disputed claims. However, the regulator said satisfactory corrective action was not taken, prompting the latest prohibition order. Dabur has now been instructed to immediately stop selling the identified products and submit an Action Taken Report within 15 days.

The action comes as FSSAI expands its enforcement drive across the food and beverage sector. In recent months, the regulator has publicly announced actions against several food businesses, alcoholic beverage companies, energy drink manufacturers, and e-commerce platforms.

The debate extends beyond a single company. Businesses often use bold marketing language to stand out in crowded markets, while regulators argue that consumers deserve claims backed by evidence rather than promotional language. The challenge lies in balancing brand communication with transparency and regulatory compliance.

The action marks a clear shift toward stricter food labeling standards and stronger consumer protection. As regulators tighten oversight. Business Honor asks will food brands embrace greater transparency, or simply find new ways to market the same promises?