And the Food Safety and Standards Authority of India (FSSAI) has ordered Dabur India Ltd. to stop using ‘100%’ on its logo and advertising of all food products including honey, cow ghee and edible oils.
Such regulation is part of the regulator’s push to ensure that food marketing claims are transparent, correct and do not mislead consumers.
According to FSSAI, Dabur is told by regulatory guidelines and FSSAI has recommended Dabur to stop making statements like “100% Pure” and also to stop using absolute claims such as “100% Pure” or any other "100% Pure” or any such advertising statements if they can’t be scientifically substantiated and therefore must be scientifically proven and comply with the Food Safety and Standards Act and related advertising regulations.
The regulator believes that “100%” can give the impression that the products are inferior or impure to customers, and that could cause consumer buying decisions to be made in unfair ways. FSSAI has also stressed that food labels and advertisements need to be truthful, verified and based on evidence.
Dabur’s honey, cow ghee and several edible oils are likely to be affected. A company will have to comply with the directive but it also needs to revise product packaging, marketing campaigns and marketing materials to meet the regulator's demands.
This is another indication of the increasing regulatory scrutiny around food labeling and advertising in India. FSSAI has recently tightened norms in nutritional claims, health benefits, organic labeling, and purity claims to protect consumer interests.
Consumer groups have welcomed the move arguing that over-exaggerated marketing language often confuses consumers.
They say that throwing out unsubstantiated claims will put food manufacturers in a position to compete with one another and make sure that the quality of the product is the first thing companies care about rather than what they say about it.
For consumers, the directive is a warning to read product labels carefully rather than just rely on some marketing slogans. Research shows that ingredient lists, nutritional information, certifications, manufacturing details and quality standards should be the most important before you buy products and should be taken into account before buying them.
The action against Dabur is also expected to send a broader message across the food industry. Companies with “100%” or “purest” or other absolute claims will also be questioned as long as they don’t provide scientific evidence to back up their claims.
The decision will also lead to more responsible advertising practices in India's packaged food sector, the industry thinks. Increasing consumer awareness also forces the regulatory authorities to ensure that marketing communications are honest and evidence-based and that the information and communications are being sought to be genuine and based on the evidence of the consumer experience.
FSSAI has always held that food companies need transparency and consumer trust. This directive reaffirms the regulator’s commitment to preventing misleading claims and it is also intended to push manufacturers to behave in a manner consistent with consumer trust with the industry.
Products and advertising strategies from food companies need to be carefully reviewed in response to the changing regulations of the food industry to avoid regulatory action and to maintain consumer confidence.
