New Delhi, Aug. 4 -- Dabur India has been ordered to immediately halt sales of products marketed with claims of '100% purity' - including virgin coconut oil and apple cider vinegar - which the food regulator FSSAI said were ambiguous, unverifiable and likely to mislead consumers.

The Food Safety and Standards Authority of India (FSSAI) said it violated the FSS (Advertising & Claims) Regulations, 2018.

In a social media post late Monday, FSSAI said it has banned Dabur India products for using "100 per cent" claims. According to the food regulator, such labelling violates the law and constitutes false advertising.

"FSSAI has issued a Prohibition Order directing M/s Dabur India Limited to immediately cease the sale of food products carryi...