Dabur Removes ‘100%’ Claims After FSSAI Directive

The next time you grab a Dabur product, you might notice something missing from the label. India’s food regulator, the Food Safety and Standards Authority of India (FSSAI), has told Dabur to drop ‘100%’ claims from its food items and ads, calling them potentially misleading.

This directive targets specific phrases like “100% Natural” and “100% Pure.” The FSSAI stated these claims are ambiguous, unverifiable, and could easily mislead consumers about the product’s true nature.

FSSAI’s Specific Directives

The FSSAI ordered Dabur to stop selling products with phrases such as “100% Natural”. Other claims deemed problematic include “100% Pure”, “100% Purity Guaranteed”, “100% Organic”, and “100% Tender Coconut Water”. The regulator cited multiple violations of existing food advertising and labelling regulations.

Dabur, on its part, maintains that its product declarations align with current legal and regulatory frameworks. The company believes its claims are consistent with long-standing industry practices and are not misleading.

Dabur’s Response and Future

Dabur has already begun transitioning product labels and advertisements to remove the “100%” claim. Most affected content on labels, ads, and websites is either changed or in the process of changing. The company is actively engaging with the FSSAI to resolve the matter constructively.

Dabur is also seeking legal advice to determine its future course of action, while reaffirming its commitment to product quality and safety. This move by the FSSAI signals increased scrutiny on absolute claims in food marketing.

For shoppers, it means a clearer picture on product packaging without potentially confusing “100%” guarantees. The immediate impact for Dabur will be on the packaging, advertising, and digital communication for the products covered by this order.