Mangalam Brands Private Limited - CamPure Insta Cone Air Freshener

Recommendation: Upheld | Medium: General Public

he ASCI had approached the advertiser for their response in addressing the grievances of the complainant and forwarded the details of the complaint, verbatim, to the advertiser with a request to respond to the same. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claims in the advertisement. They were also offered an opportunity for a telecon with the ASCI Secretariat, which the advertiser did not avail and submitted their response. The advertiser in their response stated that, “The camphor is manufactured from Oleo Pine Resin tapped from pine trees. This raw material ensures that the product is plant-based and organic in origin. Our Air fresheners contain only camphor, made from natural plant source, which is draped and sealed in non-woven fabric having a dangler for hanging the air fresheners in cupboards, offices, restaurants, cars etc. and thus do not come in direct contact with users, especially children while emitting gentle camphor vapors”. As claim support data, the advertiser provided certificate of analysis for the raw material. As the advertiser’s response was found to be inadequate, the ASCI Secretariat requested them to submit supporting data to substantiate the claims made. In the absence of this data, the advertiser was advised to withdraw the claims so that the complaint could be resolved under the IR mechanism. However, the advertiser did not submit the required information within the stipulated timelines. The Consumer Complaints Council (CCC) viewed the amazon advertisement (https://www.amazon.in/dp/B0D) considered the complaint and the advertiser’s response. Claim – “100% Organic Camphor” The CCC noted that the advertised product is manufactured from Oleo Pine Resin tapped from pine trees. The advertiser has submitted a Certificate of Analysis (COA) for the raw material - `gum turpentine oil’, to support the claim. The CCC discussed that the COA submitted by the advertiser is inadequate, as it pertains only to the raw material and not to the final camphor product. While it may indicate that the source is plant-based, it does not establish that the camphor is certified as organic. The advertiser has not provided organic certification for the final product from a recognized certifying body. Based on these observations, the CCC concluded that the product packaging claim, “100% Organic Camphor”, was inadequately substantiated. The claim is misleading by exaggeration, and is likely to lead to widespread disappointment in the minds of consumers. The said claim in the advertisement contravened Chapter I, Clauses 1.1, 1.4, and 1.5 of the ASCI Code. This complaint was UPHELD. Claim - “Safe for children” The CCC observed that the advertiser’s response consisted only of assertions and lacked substantiating evidence for the claim. The CCC discussed that camphor is a chemical substance known to be unsafe for children. The advertiser has not provided any technical safety data or independent safety test reports from an accredited third-party laboratory to demonstrate that the product is safe for use in environments where children may be present. In the absence of claim support data, the CCC concluded that the product packaging claim, “Safe for children”, was not substantiated. The claim is misleading by exaggeration, and is likely to lead to widespread disappointment in the minds of consumers. The said claim in the advertisement contravened Chapter I, Clauses 1.1, 1.4, and 1.5 of the ASCI Code. This complaint was UPHELD.