India’s food regulator FSSAI has ordered a ban on several Dabur India products that carry “100%” claims, saying the labelling is misleading and violates food advertising rules. According to reports, the prohibition covers a range of items including Dabur honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk, among other products that use “100%” on the label. FSSAI states that the use of “100 per cent” claims breaches legal requirements and amounts to false or misleading advertising. The regulator’s action follows its assessment that such absolute percentage statements do not comply with the standards expected for claims made on food product packaging. The affected products are therefore barred from sale under the ban, with the scope described as covering both the “100%” wording and related “100%” claims on listed product categories. The company is not singled out for broader allegations in these reports beyond the specific issue of the “100%” claims on labelling.