Halt sale of items with misleading '100%' claims, FSSAI tells Dabur

New Delhi: The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India to immediately suspend the sale of several food products carrying allegedly misleading "100%" claims, including Organic Apple Cider Vinegar, Organic Honey, Homemade Coconut Milk, sesame oil and cow ghee.

The regulator said the claims violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers. It noted that the company had earlier been issued notices directing it to discontinue such claims.

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In an Instagram post, FSSAI said it directed Dabur to "immediately prohibit the sale of the food products identified in the notice and all other food products carrying misleading '100%' claims" and submit an Action Taken Report (ATR) within 15 days.

According to the regulator, products listed on Dabur's website carried claims such as "100% Natural", "100% Pure", "100% Purity Guaranteed", "100% Organic" and "100% Tender Coconut Water".

FSSAI also alleged that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement, in violation of the Food Safety and Standards (Organic Foods) Regulations, 2017.

The regulator said the violations relate to misleading advertising claims as well as unauthorised use of organic certification.