Honasa Consumer Private Limited - MamaEarth
Recommendation: Upheld | Medium: Suo Moto
The ASCI had approached yourselves for your response in addressing the objection raised in the complaint [https://www.youtube.com/watch?v=oCiX95r5CdM]. You were offered an option of modifying the advertisement by adding necessary disclosures in the captioned advertisement/post, or alternately provide adequate substantiation supporting reasons for non-disclosures. In the absence of a written response on or before the prescribed due date, the ASCI Secretariat considered this complaint Ex-parte.
Advertisement shows an Influencer promoting a Personal Care - skincare brand. The influencer has not disclosed details regarding any material connection, monetary or non-monetary between the advertiser and the influencer nor does it indicate whether or not the influencer was paid to post the details of the advertiser’s product. The influencer has not mentioned disclosure labels such as "Advertisement", "Ad", "Sponsored", "Collaboration", “Partnership”, "Employee", “Free Gift" in the Instagram advertisement post. The advertisement is misleading by omission and exploits consumers’ lack of knowledge.
Since necessary disclosures were not inserted in the captioned advertisement, the said advertisement is in contravention of Chapter I, 1.4 and 1.5 of the ASCI Code, and Clause 1, 1.1(a) and 1.3(a) of ASCI’s Guidelines for Influencer Advertising in Digital Media. This complaint was UPHELD by Secretariat.