The Indian Hotels Company Limited - Taj

Recommendation: Not Upheld | Medium: General Public

The ASCI had approached the brand owner - advertiser (The Indian Hotels Company Limited) and the influencer (Baiju N Nair) 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, and the advertiser submitted their response. The advertiser in their response clarified that they have not provided any complimentary stay, service, or monetary consideration to the influencer in connection with the video. The advertiser provided a declaration confirming that there is no association or commercial arrangement with the influencer in relation to the advertisement. The Consumer Complaints Council (CCC) viewed the YouTube advertisement (https://www.youtube.com/watch?v=0BzkQ1zMS1w) considered the complaint, and the advertiser’s response. The CCC noted that there was no response from the influencer. The CCC observed that the advertisement shows an influencer promoting the advertiser’s service. 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 indicating that the content was shared voluntarily. 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.