New Delhi : Dabur India Ltd. has issued its first official statement following a directive from the Food Safety and Standards Authority of India instructing the company to stop selling products carrying allegedly misleading “100%” claims on labels and advertisements.
Responding to the regulatory action, Dabur said it has already begun transitioning product labels and promotional material to remove the “100%” claim from affected products, including honey and coconut water, while simultaneously seeking legal advice on the matter.
The company stated that, as a responsible corporate citizen, it had proactively initiated the label transition in line with FSSAI’s communication.
“Most product labels, advertisements and website content mentioned in the order have either already transitioned or are in the process of transition. The Company is responding accordingly to FSSAI and will continue to engage constructively with the regulator to resolve the matter,” Dabur said in its statement.
Label Transition Underway
According to the company, updated packaging and advertisements without the disputed “100%” claim are already in the market or are being rolled out across various platforms.
Dabur added that it is maintaining dialogue with the food safety regulator while reviewing the legal aspects of the directive.
Regulatory Focus on Consumer Claims
The development comes amid increased regulatory scrutiny over marketing claims used on packaged food and beverage products. FSSAI has been strengthening enforcement against promotional statements that could potentially mislead consumers regarding the nature, composition or quality of food products.
The regulator’s order specifically targets the use of “100%” claims on certain products, requiring companies to discontinue such representations where they are considered inconsistent with food labelling and advertising regulations.
The matter is expected to remain under discussion as Dabur continues to engage with FSSAI while completing the transition to revised product labels and marketing material.
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