100% Pure” Or Procedurally Impure? The Dabur-FSSAI Dispute

Introduction

“100% Pure” sounds reassuring. For a consumer, it may suggest that a product is natural, completely pure and free from anything that might compromise its quality. But in advertising law, absolute claims invite close scrutiny: can the advertiser substantiate the claim, and is the overall consumer impression accurate? These questions came before the Delhi High Court in a dispute between Dabur India Limited and the Food Safety and Standards Authority of India (FSSAI).

What makes the case particularly relevant for brand owners and advertising counsel is the tension between two concerns: protecting consumers from potentially misleading claims and ensuring that regulatory action follows fair process.