The Food Safety and Standards Authority of India (FSSAI) had asked that Dabur India to stop mentioning "100%" claims on the labels of its food items. The food safety authorities claim that the terms "100% Natural," "100% Pure," and "100% Organic" are misleading. "Food products being sold on the company's website were found carrying misleading '100%' claims such as '100% Natural', '100% Pure', '100% Purity Guaranteed', '100% Organic' and '100% Tender Coconut Water'. The use of the 100% claims are in contravention of the FSS (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers," FSSAI informed. The food safety authority said Dabur was previously told to stop using the "100%" claims.