The End of the '100%' Promise
In a significant move in early August 2026, the Food Safety and Standards Authority of India (FSSAI) directed major FMCG company Dabur India to halt the sale of several products marketed with “100 per cent” claims. The order covered items like honey,
coconut water, and edible oils that used phrases such as “100% Pure” and “100% Natural”. According to the regulator, such claims are ambiguous, difficult to verify, and can mislead consumers into believing the product is of a superior quality that cannot be substantiated. This action isn't about the products being unsafe, but about the integrity of their advertising. The FSSAI had previously issued an advisory in 2025 asking all food businesses to avoid these absolute claims, as the term “100%” is not defined under the Food Safety and Standards (Advertising & Claims) Regulations, 2018. The recent enforcement against a household name indicates the regulator is now moving from guidance to strict implementation.
Beyond 'Pure': A Wider Crackdown
The FSSAI’s scrutiny extends far beyond the use of “100%”. In recent months, the regulator has issued notices to numerous companies over a wide range of popular marketing buzzwords. Claims like 'healthy', 'natural', 'organic', and 'zero maida' are all under the scanner. For instance, some brands were questioned over using 'healthy' in their names or taglines for snack foods, which the FSSAI argued could give an inflated perception of health benefits. Another area of focus is the 'no added sugar' claim. The regulator has clarified that using sugar substitutes like date syrup or fruit concentrates while making this claim is not permitted. Similarly, products claiming to be 'plant-based vegan' or 'organic' must have the necessary approvals and certifications to back them up, not just use the terms for marketing appeal. This broader clampdown shows a clear intent to clean up the language used on the front of the pack, forcing brands to be more truthful.
Decoding the Dictionary of Food Claims
So what do these popular terms actually mean according to the rules? Understanding the FSSAI's definitions is the first step to becoming a smarter shopper. 'Pure' is a term that should only be used for single-ingredient foods, like a pack of turmeric powder or a bottle of milk, that are free from contamination. It cannot be used for compound products like a pasta sauce. 'Fresh' applies to food that is not processed or preserved. This can include washed vegetables or pasteurised milk, but once a product has been canned, frozen, or contains preservatives, it is no longer fresh. The claim 'Natural' is reserved for single-ingredient foods that have undergone only minimal processing, like peeling or chopping. For multi-ingredient products, a brand can claim it is “made from natural ingredients” only if all components meet this standard. Exaggerated phrases like “natural goodness” are prohibited.
How to Be a Smarter Shopper
With the front of the package often being a minefield of marketing language, the real information lies on the back. The FSSAI's actions are a reminder to consumers to cultivate a habit of reading labels carefully. First, always turn the package over and read the complete ingredient list. The ingredients are listed in descending order of weight, so the first few items make up the bulk of the product. Look for hidden sugars, salts, and fats. Second, check the nutritional information panel. This will give you the hard numbers on calories, protein, carbohydrates, sodium, and sugar per serving, allowing you to make an informed comparison between products. Finally, be wary of claims that sound too good to be true. Phrases like “boosts immunity” or “heart-healthy” should be backed by scientific evidence and are not a license to treat food as medicine. For organic claims, look for the official 'Jaivik Bharat' logo, which is the certified mark for organic food in India.
