India's food regulator, the Food Safety and Standards Authority of India (FSSAI), has prohibited Dabur India Limited from selling certain food products that carry "100 per cent" claims on their labels. The FSSAI said these claims are misleading, ambiguous, and unverifiable for consumers, and that they contravene the FSS (Advertising & Claims) Regulations, 2018. The order applies to honey and other food products in Dabur's portfolio that feature the contested guarantee. Dabur India is currently reviewing the notice issued by the regulator. The action is part of a broader crackdown by the FSSAI on deceptive food labelling practices across the industry. The regulator has not specified when the ban takes effect or how long it will last, but the company is expected to respond to the notice.