After FSSAI crackdown, Dabur drops '100%' claims from labels and ads; weighs legal option

The Food Safety and Standards Authority of India (FSSAI)'s directive asking Dabur India to immediately stop selling food products carrying unverified "100%" claims has prompted the FMCG major to begin removing such claims from its labels and advertisements, even as it maintains that its declarations comply with existing regulations.

In a statement issued today, Dabur said it believes the declarations on its product labels are in line with the prevailing legal and regulatory framework and consistent with long-standing industry practices. The company also said it has never made misleading claims.

The regulator had directed Dabur to immediately stop the sale of food products carrying claims such as "100% Natural", "100% Pure", "100% Purity Guaranteed", "100% Organic" and "100% Tender Coconut Water", saying such statements are ambiguous, unverifiable and capable of misleading consumers. The order cited multiple violations of food advertising and labelling regulations.

Dabur, however, said it had already started transitioning product labels and advertisements mentioned in the FSSAI communication to versions that do not carry the "100%" claim.

"As a good corporate citizen, Dabur had already initiated transitioning of the product labels as mentioned in the FSSAI letter to new labels/advertisements without the 100% claim. Most product labels, advertisements and website as mentioned in aforesaid order have either already transitioned or are in the process of transition," the company said.

The company added that it is responding to the regulator and will continue to engage constructively with FSSAI to resolve the matter. At the same time, it is seeking legal advice on its future course of action.

While complying with the regulator's direction, Dabur reiterated that it stands by the purity and quality of its products.

"We reiterate that Dabur stands by the purity and highest standards of quality of its products and does not make any misleading claims. We continue to maintain the highest standards of quality, food safety and regulatory compliance in the manufacture and sale of its products," the company said.

The FSSAI action comes as the regulator steps up scrutiny of absolute claims in food marketing. Claims carrying the "100%" qualifier have increasingly come under the scanner because they can create an impression of absolute purity or naturalness that may not always be scientifically verifiable.

For Dabur, one of India's largest packaged food and ayurvedic products companies, the immediate impact is expected to be on packaging, advertising and digital communication for products covered under the order.