Consistent with the Meals Protection and Requirements Authority of India (FSSAI), Dabur India should prevent promoting positive meals merchandise that use the phrases “100%,” since those phrases could also be thought to be ambiguous, unverifiable, and perhaps deceptive to shoppers.
This ban contains merchandise to be had on Dabur India’s web page, which come with “100% Herbal,” “100% Natural,” “100% Purity Assured,” “100% Natural,” and “100% Gentle Coconut Water” similar to “Honey, Apple Cider Vinegar, Virgin Coconut Oil, Sesame Oil, Cow Ghee, Coconut Water, and Coconut Milk.”
Within the view of the regulator, the above-stated claims run counter to the provisions set forth within the Meals Protection and Requirements (Promoting & Claims) Rules, 2018. It must be emphasized that the above measures relate solely to the labelling and promotion of goods and now not their high quality or contamination because the regulatory frame explicitly notes.
The above-mentioned transfer comes at the heels of an industry-wide advisory issued via FSSAI in Might 2025 requiring meals producers to drop “100 in keeping with cent” claims from the packaging, labelling, and promotions of meals merchandise. The regulatory frame emphasized that the time period “100 in keeping with cent” had no reputable definition at this time and may give upward thrust to false ideals.
Along with the labelling claims, FSSAI highlighted that Dabur Himalayan Natural Apple Cider Vinegar and Dabur Natural Honey displayed the Jaivik Bharat brand—the reputable mark for qualified natural meals in India—with out protecting a sound natural endorsement. The regulator additionally pointed to Dabur Hommade Coconut Milk, which was once being promoted beneath the declare “100 in keeping with cent Purity”.
Having prior to now issued a realize asking Dabur to withdraw the deceptive terminology, the regulator said that the corporate did not take sufficient corrective measures. As a result, Dabur has been ordered to instantly stop gross sales of the affected merchandise and any others sporting equivalent claims, whilst additionally being required to put up an Motion Taken Record inside 15 days.
Responding to the improvement, Dabur showed receipt of the order and said that it’s these days reviewing the web page content material flagged via the regulator to deal with the troubles raised.
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