Proklean Technologies Private Limited - Vivaklean Tap & Shower - Eco-friendly - Cleaner & Descaler

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=861752643143103). 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. The claims “Our eco-friendly home cleaning range harnesses bio-based, natural ingredients to fight dirt and grime—without relying on harsh chemicals,” the pack claim “Vivaklean Tap & Shower - Eco-friendly - Cleaner & Descaler,” and the claim “Save your planet” were not substantiated with supporting evidence such as robust data and/or well-recognized and credible accreditations to prove that their product provides the claimed benefits. There was no data provided to prove that these environmental claims are based on the full cycle of the advertised product. Also, the claims were not supported with data to prove that their product (including the packaging) will be environmentally sustainable for the entire life of the product. Further, the claims do not specify whether it refers to the product, the product's packaging, or just a portion of the product or package. 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, 1.4 and 1.5 of the ASCI Code, and Clauses 1, 3, and 4 of the ASCI Guidelines for Advertisements Making Environmental/Green claims. The Complaint was UPHELD.