Foxtale Consumer Private Limited - Foxtale

Recommendation: Not Upheld | Medium: General Public

The ASCI had approached the brand owner - advertiser (Foxtale Consumer Private Limited) and the influencer (Umra) for their respective responses in addressing the grievances of the complainant and forwarded the details of the complaint, verbatim, to the advertiser and the influencer with a request to respond to the same. The advertiser and the influencer were also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail. Instead, both the advertiser and the influencer submitted their response. The advertiser stated that the content was shared organically by the influencer and does not constitute a paid collaboration with Foxtale. The influencer independently purchased the product and expressed her experience and views. The advertiser provided a declaration confirming that there is no association or commercial arrangement with the influencer in relation to the advertisement. The influencer confirmed that the video was produced by her. It is a non-sponsored, unpaid review, based on her genuine experience with the product. The Consumer Complaints Council (CCC) viewed the YouTube advertisement (https://www.youtube.com/watch?v=nuWS1bfT4sM /) considered the complaint, and the response from the advertiser and the influencer. The CCC observed that the advertisement shows an influencer promoting the advertiser’s product - `Foxtale Oil Balancing Moisturiser’. The CCC noted that the advertiser has no connection with the influencer and does not endorse the comments made in the YouTube video. The advertiser submitted a declaration confirming the absence of any material relationship with the influencer. The feedback in the video reflects the influencer’s personal experience with the product, indicating that the content was voluntarily shared. Based on these observations, the CCC concluded that the advertisement is not in contravention of ASCI Guidelines for Influencer Advertising in Digital Media. This complaint was NOT UPHELD.