Avimee Herbal Private Limited - Avimee herbal Hair Fall Control Kit+ for Pattern Baldness

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

The ASCI had approached the advertiser for its response in addressing the objections raised in the complaint. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claims in the advertisement, or alternately to substantiate the claims with supporting data. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and submitted their response. The advertiser in their response, opted for IR of the complaint and undertook to modify/withdraw the claims within the prescribed time frame. However, as the advertiser did not confirm compliance within the given timelines, the complaint was not resolved under the IR mechanism and was processed for deliberation by the Consumer Complaints Council (CCC). The CCC viewed the Website advertisement, considered the complaint and the advertiser’s response. The CCC observed that the advertiser did not modify/withdraw the claims under the IR process nor did they provide supporting data for the claims made. In the absence of claim support data, the CCC concluded that the claims, “Clinically Proven to Reduce Hair Fall”, and “Promote Hair Growth”, were not substantiated with clinical evidence of product efficacy. The claim, “Controls Hair Fall and Strengthens Hair Root | With Rosemary, Amla, Methi & Bhringraj”, was not substantiated with product-specific studies supporting the efficacy of rosemary, amla, methi, and bhringraj in the finished formulation. The claims are misleading by exaggeration and are likely to lead to widespread disappointment in the minds of consumers. The said claims in the advertisement contravened Chapter I, Clauses 1.1, 1.4 and 1.5 of the ASCI Code. This complaint was UPHELD. The CCC further discussed that the ‘before’ and ‘after’ visuals convey an assurance of hair growth within 90 days, which is misleading and not supported by clinical evidence of product efficacy. This visual depiction in the advertisement contravened Chapter I, Clauses 1.1, and 1.4 of the ASCI Code. This complaint was UPHELD.