FSSAI's big action on Dabur: Ban on sale of food products with claims like '100% Natural' and '100% Pure'
The FSSAI clarified that claims under the Food Safety and Standards (Advertisement and Claims) Regulations, 2018, regarding any food product must be based on scientific evidence and valid grounds. Absolute claims such as "100 percent" are acceptable only if they can be substantiated. The investigation found that the relevant claims did not meet these standards. First notice, now strict action. The authority said that earlier also a notice was issued to Dabur India to remove such misleading claims. However, in case satisfactory corrective action is not taken within the stipulated time, the company has now been ordered to immediately stop the sale of such claimed products.
New Delhi: The Food Safety and Standards Authority of India (FSSAI) has taken strict action against Dabur India Limited for making misleading claims in packaging and advertisements of food products. The authority has directed the company to immediately stop selling food products on which claims such as "100% Natural," "100% Pure," "100% Organic," "100% Purity" and "100% Tender Coconut Water" were being made.
According to FSSAI, many products on the company's website were being sold with such complete claims, which can not only confuse consumers but also cannot be independently verified. The regulator says that such claims influence the purchase decision of consumers and can create a false perception about the actual quality of the product.
Violation of advertising rules
The FSSAI clarified that claims under the Food Safety and Standards (Advertisement and Claims) Regulations, 2018, regarding any food product must be based on scientific evidence and valid grounds. Absolute claims such as "100 percent" are acceptable only if they can be substantiated. The investigation found that the relevant claims did not meet these standards.
First notice, now strict action.
The authority said that earlier also a notice was issued to Dabur India to remove such misleading claims. However, in case satisfactory corrective action is not taken within the stipulated time, the company has now been ordered to immediately stop the sale of such claimed products.
A big message to consumers.
This move of FSSAI is considered to be a clear signal to the entire food industry that transparency and scientific proof will be mandatory in the claims to be made on advertisements and packaging. Experts believe that with this action, companies will have to take more responsibility in their promotion and consumers are also being advised to rely on authenticated information instead of just attractive claims while choosing products.
The move comes at a time when the use of terms like "natural," "pure" and "organic" has increased sharply in the market. FSSAI has indicated that strict monitoring and action against such misleading claims will continue in the future as well.
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