The Food Safety and Standards Authority of India (FSSAI) has taken a significant and stringent step against the FMCG giant Dabur India Limited, while on August 3, the food regulator issued a prohibition order against several popular products of Dabur India, effectively banning the sale of items carrying misleading 100 percent claims. This action comes after the regulator found the company in violation of the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The order targets claims such as 100 percent pure and 100 percent natural, which the regulator deems as vague, unverifiable, and potentially misleading for the general consumer.
Details of the FSSAI Prohibition Order
FSSAI has directed Dabur India to immediately cease the sale of food and beverage products that carry claims of being 100 percent pure, natural, or organic. According to the regulatory body, such labeling practices are against the law. In a post shared on social media, the Food Safety and Standards Authority of India (FSSAI) clarified that it has issued an order to Dabur India Limited to stop the sale of food products featuring misleading 100 percent claims. The products under the scanner include a wide range of household staples such as honey, cow ghee, and edible oils.
Products Under the Radar
The list of products affected by this prohibition order is extensive. It includes Dabur honey, Himalayan organic apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk. FSSAI noted that these products were being marketed with claims like 100 percent natural, 100 percent pure, 100 percent purity guaranteed, 100 percent organic, and 100 percent tender coconut water. The regulator emphasized that such claims are in direct violation of the FSS (Advertising and Claims) Regulations, 2018, as they're often unverifiable and can mislead consumers about the actual nature of the product.
Violations and Certification Issues
Specific violations were highlighted regarding certain products, while for instance, Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found to be using the Jaivik Bharat logo without possessing a valid FSSAI organic certification. Plus, the Dabur Homemade Coconut Milk product was being sold with a 100 percent purity claim. Under the FSS (Advertising and Claims) Regulations, 2018, such claims aren't permitted for compound foods, which are food items made from multiple ingredients. FSSAI pointed out that it had previously issued notices to Dabur regarding these misleading claims, but the company failed to take satisfactory corrective measures.
Dabur India Response and Next Steps
In response to the regulatory action, Dabur India issued a statement acknowledging the receipt of the notice. The company stated that they're currently investigating the information mentioned in the notice regarding their website. Meanwhile, FSSAI has mandated that Dabur India Limited must immediately stop the sale of the specified food products and any other items carrying misleading 100 percent claims. The company has been given a deadline of 15 days to submit an Action Taken Report (ATR) to the regulator. This move is part of a broader effort by FSSAI to monitor food business operators and e-commerce platforms, ensuring that consumers aren't misled by false advertising.