Midvision Private Limited - Miduty Stop Aging

Recommendation: Upheld | Medium: Industry Member

The ASCI had approached the advertiser for its 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 claim in the advertisement, or alternately to substantiate the claim 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 stated that the term “Stop Aging” was intended as a broad, non-literal consumer-facing description of the product’s healthy aging and wellness positioning, particularly in relation to ingredients such as Trans-Resveratrol, and that it had decided to revise the product name and packaging in future batches to better align with advertising and labelling expectations. The ASCI Secretariat requested details of the proposed packaging modifications and informed that, for closure of the complaint under the Informal Resolution process, the expression “Stop Aging” would need to be withdrawn, modified, or blurred across all media within the stipulated timeline. The advertiser stated that they are revising the product name and initiating changes across packaging, digital, and marketplace assets, while seeking additional time for implementation due to operational and stakeholder-related requirements. The ASCI Secretariat clarified that no extension of time for implementation would be granted under ASCI procedure and sought confirmation of willingness to proceed under the Informal Resolution process. The advertiser subsequently stated that it had identified a replacement product name and initiated revision of packaging artwork for future manufacturing batches. However, implementation across marketplace and digital platforms may not be feasible within the stipulated timeline, and that revised packaging would be introduced in future manufacturing batches. The Consumer Complaints Council (CCC) viewed the amazon advertisement (https://www.amazon.in/Miduty/dp/B0B3CX7C69/ref=sr_1_1_sspa?crid=2M3094YBH1W3V&dib=eyJ2IjoiMSJ9.Fs7n duEeTszk55lTzoAWolqbwpqKc1U7tlc2lx54aKdZ0tRyOkoxGSiEtHOy3HLiFlIwmYqLZr2iLnjn32r3mAlHoJ1nqiEfhw VTmpg3Z-4KFvbmmWHR2Rzn5UeDVUdfKOYQx6s4xOwnBsU- 7wp9URJiBie1svUV8iw8DTUYS63Vjtn41Mvj9klyaRP8ilos1gz86YYEfknFSGhBt0bxYK- mlAH1vEQ0WDcZDlWY2E8.afYbWyBd2c- YnWiykIAJN9T4pkYhgZOvS4LK9tZlVqY&dib_tag=se&keywords=stop+aging+%5C&qid=1777984714&sprefix=stop +agin%2Caps%2C391&sr=8-1-spons&aref=imLrQ37Sh9&sp_csd=d2lkZ2V0TmFtZT1zcF9hdGY&psc=1) considered the complaint, and the advertiser’s response. The CCC noted that the advertiser had indicated its intent to revise the product name and packaging and undertake corrective actions across relevant platforms. The CCC further noted that the advertiser did not comply with the timelines and requirements stipulated under the Informal Resolution process, and accordingly the matter could not be resolved under the said process. In the absence of claim support data, the CCC concluded that the claim, “Stop Aging”, appearing on the front panel of the product packaging in the advertisement, was not substantiated. The claim is misleading by exaggeration and is likely to lead to widespread disappointment among 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.