FSSAI asserted that the use of the 100% claims is in contravention of the FSS (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers
Food regulator FSSAI has prohibited Dabur India from selling many products such as honey, cow ghee, and edible oils using ‘100%’ claims, saying that such labelling is against the law.
In a social media post on Monday (AUgust 3, 2026), the Food Safety and Standards Authority of India (FSSAI) informed that it has issued a prohibition order to Dabur India Ltd over the sales of food products carrying misleading ‘100%’ claims, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk and other such items.
Giving details about the violations, the FSSAI said that “food products being sold on the company’s website were found carrying misleading ‘100%’ claims such as ‘100% Natural’, ‘100% Pure’, ‘100% Purity Guaranteed’, ‘100% Organic’ and ‘100% Tender Coconut Water’. The regulator asserted that the use of the 100% claims is in contravention of the FSS (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers.
“We have received the FSSAI notice and are in the process of checking the content mentioned in the notice on our website,” Dabur India said in a statement.
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Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found displaying the Jaivik Bharat Logo without valid FSSAI organic endorsement.
Moreover, the product Dabur Homemade Coconut Milk was marketed with the claim “100% Purity”.
Such a claim is not permissible for compound foods under the FSS (Advertising & Claims) Regulations, 2018.
The FSSAI said it had issued a notice to Dabur earlier, directing it to discontinue misleading “100%” claims. However, no satisfactory corrective action was taken by Dabur.
“FSSAI directed Dabur India Limited to immediately prohibit the sale of the food products identified in the notice and all other food products carrying misleading ‘100%’ claims, and to submit an Action Taken Report (ATR) within 15 days,” the regulator said.
In the last few months, the FSSAI has been using social media to inform the public at large about its enforcement actions against various food business operators and e-commerce companies that sell these products on their online marketplaces.
Many alcoholic beverage makers and energy drink manufacturers have come under its radar.
