FSSAI Bars Dabur from Selling ‘100%’ Claim Products, Tightens Crackdown on Misleading Food Labels
India’s food safety regulator has directed Dabur India to immediately stop selling several food products carrying “100%” claims, ruling that such marketing is misleading and violates food advertising regulations. The Food Safety and Standards Authority of India (FSSAI) said the claims are ambiguous, unverifiable and likely to mislead consumers into believing the products are completely pure or natural when such assertions cannot be legally substantiated.
The prohibition order covers a range of Dabur food products marketed with “100%” labels or similar guarantees. Products identified by the regulator include Organic Honey, Organic Apple Cider Vinegar, Hommade Coconut Milk, Virgin Coconut Oil, Sesame Oil, Cow Ghee and other food items carrying comparable purity claims. FSSAI has instructed the company to halt sales of these products immediately and submit an action taken report within 15 days.
According to FSSAI, claims such as “100% Purity,” “100% Natural,” or similar expressions are not permissible for many categories of food products under the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The regulator maintained that such statements can create a false impression of absolute purity or superiority, particularly in the case of compound foods or processed products where absolute claims cannot be scientifically or legally established.
The latest action follows a broader regulatory campaign against exaggerated and misleading food labels. Over the past year, FSSAI has issued advisories asking food businesses to discontinue the use of “100%” claims on packaging and promotional material unless specifically permitted under applicable regulations. The authority has also taken action against several other food and nutraceutical companies over unsupported health, purity and quality claims.
The dispute over Dabur’s labelling is not entirely new. In 2025, the regulator informed the Delhi High Court that “100% Fruit Juice” claims used on certain Dabur products were misleading because the beverages also contained water and fruit concentrates, reinforcing FSSAI’s position that absolute “100%” representations can deceive consumers.
For Dabur, the order could require immediate changes to product packaging, advertising campaigns and retail distribution. While the prohibition specifically targets products carrying the disputed claims rather than the entire product portfolio, the decision is expected to have significant marketing implications for one of India’s largest FMCG companies. Industry observers believe other food manufacturers using similar terminology may also face increased regulatory scrutiny as FSSAI continues to strengthen enforcement of advertising and labelling standards.
The development underscores a broader shift in India’s food regulation, with authorities placing greater emphasis on truthful advertising, transparent labelling and consumer protection. As regulators intensify oversight, companies are increasingly being required to substantiate every claim made on food packaging, ensuring consumers receive accurate information when making purchasing decisions.
