Food safety watchdog issues prohibition order against FMCG giant over ambiguous and unverifiable labeling on honey, cow ghee, edible oils, and organic lines.
Reporting by The New Indian Express details an enforcement action by the Food Safety and Standards Authority of India (FSSAI), which has prohibited FMCG major Dabur India Ltd from selling food products carrying misleading “100 per cent” marketing claims. The regulatory crackdown targets prominent household items sold through Dabur’s online channels, including cow ghee, honey, virgin coconut oil, sesame oil, apple cider vinegar, coconut water, and coconut milk.
According to the national food regulator, claims such as “100 per cent Natural,” “100 per cent Pure,” “100 per cent Purity Guaranteed,” “100 per cent Organic,” and “100 per cent Tender Coconut Water” directly violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018. FSSAI affirmed that such absolute declarations are legally non-compliant, ambiguous, inherently unverifiable, and likely to mislead consumers regarding true product composition.
In addition to absolute purity claims, FSSAI identified unauthorized organic certification markings on specific product lines. The regulator noted that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were commercially displayed featuring the official “Jaivik Bharat” organic logo without possessing valid FSSAI organic endorsements, constituting a breach of national organic food standards.
The prohibition order follows prior formal notices issued by FSSAI directing Dabur to voluntarily discontinue the non-compliant labeling. After determining that the company failed to implement satisfactory corrective measures, the regulator escalated its action to a public prohibition order. In response, Dabur India confirmed receipt of the official notice and stated it is actively auditing its digital platforms to comply with regulatory directives.
This action against Dabur reflects an ongoing, high-visibility monitoring campaign by FSSAI targeting misleading advertising across India’s food, beverage, and e-commerce sectors. In recent months, the authority has intensified public disclosures regarding regulatory proceedings against major food business operators—including energy drink manufacturers, alcoholic beverage producers, and digital marketplaces—reinforcing strict adherence to statutory labeling standards.
Source: The New Indian Express
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