PEP Technologies Private Limited - Mcaffeine High Shine Glossy Hair Shampoo & Conditioner

Recommendation: Upheld | Medium: Suo Moto

Ad Description

The Instagram Reel by @swati_bhambra promotes the mCaffeine High Shine Gloss hair care range, including the 3% Shine Actives Shampoo and 10% Shine Actives Conditioner. The post highlights ingredients such as lactic acid and hyaluronic acid, claims frizz-free, glossy, and shiny hair, and encourages users to comment “Link” or share the reel to receive purchase links, while also promoting a “Get 1 Free” offer.

Issue 

The Instagram Reel by @swati_bhambra promoting mCaffeine High Shine Gloss Shampoo & Conditioner is objected to on the ground that it may be in potential violation of Chapter I of the ASCI Code and ASCI Guidelines for Influencer Advertising in Digital Media relating to influencer advertisement disclosure.

Advertiser’s Response

The influencer acknowledged the feedback regarding the absence of disclosure and confirmed that the advertisement in question has been modified accordingly.

Consumer Complaints Council (CCC) Assessment

The CCC noted that there was no response from the advertiser.

The CCC observed that the advertisement features an influencer promoting the advertiser’s product – Mcaffeine High Shine Glossy Hair Shampoo & Conditioner’ and the advertisement did not include any disclosure label as per ASCI’s Influencer Guidelines.

Based on this observation, the CCC concluded that the Instagram advertisement contravened Chapter I of the ASCI Code, and ASCI Guidelines for Influencer Advertising in Digital Media. 

The CCC noted that post receiving the complaint, the advertisement has been amended to include the disclosure label “Paid Partnership” at the beginning of the post.

The CCC was also informed that the ASCI had previously contacted this influencer on multiple occasions advising that the post/story/video should contain disclosure of material connection. The CCC also noted that the influencer continued to avoid adding disclosures and did so only on receipt of a complaint from ASCI. It has been observed that the influencer is a repeat offender and frequently violates ASCI Influencer Guidelines.

Decision

Upheld

ASCI Code / Guidelines

Chapter I, Clauses 1.4 and 1.5 of the ASCI Code, and Clause 1, 1.1(a), and 1.3(a) of ASCI Guidelines for Influencer Advertising in Digital Media.