In a major crackdown on food marketing practices, the Food Safety and Standards Authority of India (FSSAI) has instructed Dabur India to discontinue the sale of multiple products promoted using "100 per cent" claims, arguing that such descriptions are unclear and cannot be objectively verified.

The order applies to a range of products, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut milk and coconut water, which were advertised with phrases such as "100 per cent natural", "100 per cent pure", "100 per cent organic" and "100 per cent purity guaranteed".

According to the regulator, these statements may breach the provisions of the Food Safety and Standards (Advertising and Claims) Regulations, 2018, as they can create an impression of absolute purity or superiority without a clear legal definition.

FSSAI clarified that its action is limited to concerns over product labelling and promotional claims and should not be interpreted as an indication that the products are unsafe or adulterated.

The regulator had earlier issued a sector-wide advisory in May 2025, cautioning food companies against using "100 per cent" terminology in advertisements, packaging and labels. It had maintained that the phrase lacks regulatory backing and could mislead consumers.

During its review, FSSAI also found that products such as Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without the required organic certification approval. The Jaivik Bharat mark is intended to identify food products that meet India's official organic standards.

Additionally, the regulator raised concerns over the marketing of Dabur Hommade Coconut Milk, which carried the claim "100 per cent purity".

FSSAI stated that Dabur had previously been asked to remove or modify the disputed claims, but the corrective measures taken by the company were deemed insufficient. As a result, the company has now been directed to stop selling the identified products and submit a detailed compliance report within 15 days.

Responding to the development, Dabur said it had received the notice and was examining the issues highlighted by the regulator.

"We have received the communication from FSSAI and are reviewing the content referred to in the notice on our website," the company said in a statement.

The latest action forms part of the regulator's broader effort to tighten oversight of food advertising and ensure that consumers are not influenced by potentially misleading claims.