India's food safety regulator, the Food Safety and Standards Authority of India (FSSAI), has directed Dabur India to stop selling food products carrying allegedly misleading "100%" claims on their labels and promotional material. In a post on social media, the FSSAI said several products listed on Dabur's website were advertised as "100% Natural", "100% Pure" and "100% Organic". According to the regulator, such claims are ambiguous, cannot be verified and have the potential to mislead consumers. The order applies to a range of Dabur products, including honey, apple cider vinegar, coconut oil, cow ghee, coconut water and coconut milk. FSSAI said it had previously instructed the company to discontinue the use of the disputed "100%" claims, but alleged that Dabur failed to comply with the directive.