Ecocrest Solutions Private Limited - Ecoagra Plant Growth Enhancer

Recommendation: Upheld | Medium: Suo Motu - NAMS (TAMS)

The ASCI had approached the advertiser for its response in addressing the objections raised in the complaint. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claim in the advertisement, or alternately to substantiate the claim with supporting data. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and submitted their response. The advertiser did not provide their specific comments on the claim objected to but raised a query on ASCI’s authority to initiate any suo-moto complaints against their advertisements. ASCI Secretariat responded to the advertiser’s query and requested them to substantiate the claim made. Further they were also advised that in the absence of this data, they could withdraw the claim, so that this complaint could be resolved under the IR mechanism. However the advertiser did not respond within the given timelines. The Consumer Complaints Council (CCC) viewed the Facebook advertisement (https://www.facebook.com/ads/library/?id=366210416102157) considered the complaint and the advertiser’s reply. The CCC observed that the advertiser did not provide supporting data for the claim made. Claim of “100% organic” - the CCC discussed that the advertiser has not provided any product specific information such as copy of product label, product approval license, product composition details, nor any organic certification for their advertised product. The advertiser has also not submitted evidence of their final product ` Ecoagra Plant Growth Enhancer’ being qualified to be 100% organic by a certifying body. Claim of “eco-friendly” - the CCC discussed that the advertiser has not provided supporting evidence such as robust data and/ or well-recognised and credible accreditations to prove that their product is eco-friendly which provides an environmental benefit. The CCC further discussed that there was no data provided to prove that this environmental claim is based on the full cycle of the advertised product. There was no evidence that the entire content of the advertised product is eco-friendly, including, but not limited to the product, outer packaging material, etc. Also, the claim was not supported with data to prove that their product (including the packaging) will be environmentally sustaining for the entire life of the product. In the absence of claim support data, the CCC concluded that the claim, “Our natural plant growth enhancer is eco-friendly and 100% organic”, was not substantiated. The claim is misleading by exaggeration, and is likely to cause widespread disappointment in the minds of consumers. The source for the claim is not indicated in the advertisement. The said claim in the advertisement contravened Chapter I, Clauses 1.1, 1.2, 1.4, and 1.5 of the ASCI Code, and Clauses 1 and 3 of the ASCI Guidelines For Advertisements Making Environmental/Green claims. This complaint was UPHELD.