IZING Healthcare Private Limited - Aqua Ace Lip Balm

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

The ASCI had approached yourselves for your response in addressing the objection raised in the complaint (https://www.facebook.com/ads/library/?id=3850807368560108). You were offered an option to seek Informal Resolution (IR) of the complaint by modifying or withdrawing the claim objected to in the advertisement, or alternately to substantiate the claim with the required supporting data. In the absence of a written response along with documents for substantiation on or before the prescribed due date, the Consumer Complaints Council (CCC) considered this complaint exparte. Claims, “Aqua Ace Lip Balm gives 24-hour hydration + UV protection in one swipe”, "Get hydrated lips in 7 days*", were not substantiated with clinical evidence or with clinical third party test reports for product efficacy to prove that the product gives 24-hour hydration, UV protection in one swipe and gives hydrated lips in 7 days, as claimed. The source and date for the claims is not indicated in the advertisement. The claims are misleading by exaggeration and are likely to lead to widespread disappointment in the minds of consumers. This advertisement is in contravention of Chapter I, Clauses 1.1, 1.2, 1.4 and 1.5 of the ASCI Code. The Complaint was Upheld.