Dot & Key Wellness Private Limited - Dot & Key Meltie Lip Balm

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

The ASCI had approached the advertiser (Dot & Key Wellness Private Limited) and the influencer (Khushbu Sharma) for their respective responses in addressing the objections raised in the complaint. The influencer claimed the post reflected a personal review, but did not provide proof of self-purchase, and tagging the brand indicated a material connection. The post also lacked required disclosure labels or any disclosure of a relationship with the brand, making it misleading by omission and in contravention of the ASCI Code and Influencer Guidelines. Accordingly, the complaint was Upheld. Post receiving the Consumer Complaints Council (CCC) recommendation, the influencer submitted a copy of invoice. The CCC viewed the Instagram advertisement (https://www.instagram.com/p/DUYJRwICYm3 ) considered the complaint and the influencer’s response. The CCC noted that the influencer has no connection with the advertiser and has provided a copy of the purchase invoice as proof that the product was independently purchased. The product, “Dot & Key Meltie Lip Balm”, shown in the Instagram post is identical to the product reflected in the purchase invoice. Based on this evidence, the CCC concluded that the Instagram advertisement is not in contravention of ASCI Guidelines for Influencer Advertising in Digital Media. This complaint is Not Upheld on Re-Examination.