FSSAI bans Dabur's 100% natural claims; doctors warn of false health halo

These are some of the most common claims consumers see while shopping for food and beverages. They are often displayed prominently on the front of the pack, making products appear healthier, safer, or better than their alternatives.

However, India's food regulator, the Food Safety and Standards Authority of India (FSSAI), has raised concerns over the use of such claims. The regulator has objected to products carrying labels such as "100% Natural," "100% Pure," "100% Purity Guaranteed," "100% Organic," "100% Sugar Free," "Zero Sugar," and "0 Calories," saying these statements may mislead consumers and do not always reflect the complete nutritional profile of the product.

Health experts say these claims can create a false impression that food is automatically healthy, encouraging people to consume more than they should. In reality, no single label can tell the full story about a product's nutritional value. The ingredient list, nutrition facts, serving size, and overall diet matter much more than marketing slogans.

According to Dr Amit Prakash Singh, Consultant in Internal Medicine at CK Birla Hospital, Delhi, claims such as "100% pure" or "100% natural" often create what experts call a "health halo."

"A health halo makes consumers believe that a product is healthier simply because of the words printed on the packaging," he explains. As a result, people may assume they can consume larger quantities without worrying about calories, sugar, or fat. However, these claims usually highlight only one feature of a product and do not provide a complete picture of its nutritional quality.

Doctors say consumers should always read the ingredient list and nutrition information instead of relying only on the front of the package.

Honey is often promoted as a healthier alternative to refined sugar because it is natural and contains small amounts of antioxidants and other beneficial compounds.

However, Dr Singh cautions that natural does not mean risk-free. Honey is still a concentrated source of free sugars. Eating large amounts regularly can contribute to weight gain, rising blood sugar levels, and tooth decay.

People living with diabetes, prediabetes, or obesity should be particularly careful about portion sizes. Experts say replacing sugar with honey does not mean a person can consume unlimited amounts without health consequences.

Ghee has become increasingly popular because of its traditional use in Indian cooking and growing interest in natural fats.

While ghee can be part of a balanced diet, doctors warn against



assuming it is healthy simply because it is labelled "100% pure" or "100% natural."

Dr Singh says ghee is rich in saturated fat and calories. Excessive intake may increase cholesterol levels in susceptible individuals and contribute to weight gain if consumed regularly in large quantities.

The key, experts say, is moderation rather than complete avoidance.

Many packaged foods today advertise themselves as "zero sugar" or "sugar-free."

Doctors say these claims can also be misunderstood.

A product may contain no added sugar but still be high in saturated fat, sodium, refined starches, or artificial sweeteners. Some foods marketed as sugar-free can also be calorie dense despite the absence of sugar.

Similarly, products labelled "0 calories" may still not be nutritious if they contain additives or offer little nutritional value.

According to Dr Singh, focusing on just one claim can distract consumers from looking at the overall nutritional profile of a product.

WHAT SHOULD CONSUMERS CHECK BEFORE BUYING PACKAGED FOODS?

Doctors advise shoppers to spend a few extra seconds reading the nutrition label before purchasing packaged foods.

Instead of depending on marketing claims, consumers should check:

. The ingredient list

. Total calories per serving

. Sugar content

. Saturated fat content

. Sodium levels

. Serving size

These details provide a much clearer picture of whether a product fits into a healthy diet.

WHY PORTION SIZE IS JUST AS IMPORTANT

Experts also stress that even healthy foods can become unhealthy if eaten in excessive quantities.

Foods such as honey, ghee, nuts, and dried fruits all contain beneficial nutrients but are also calorie-dense. A balanced diet depends not only on choosing healthier foods but also on consuming appropriate portions.

FSSAI's concerns over claims such as "100% natural," "100% pure," "zero sugar," and "0 calories" highlight an important message for consumers. Marketing claims should never be the only factor influencing food choices. Doctors say the healthiest decision comes from reading the complete nutrition label, understanding ingredient lists, and paying attention to portion sizes rather than believing attractive words printed on the front of a package.

Whether it is honey, ghee, or any packaged food, moderation and informed choices remain the foundation of healthy eating.