FORMULATE BRAND PRIVATE LIMITED - NICONI TAN VANISH

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

In the absence of a written response along with documents for substantiation on or before the prescribed due date, the CCC considered this complaint exparte. Voiceover claim, “After applying this and wiping it off after 20 minutes, I was so shocked, look at that colour difference!” was not substantiated with clinical evidence or with clinical third-party test reports for product efficacy to prove that the product clears tan in 20 minutes, as claimed. The claim is misleading by exaggeration and is likely to lead to widespread disappointment in the minds of consumers. The visuals in the advertisement showing the “before and after” skin transformation from pigmented/tanned skin to a brighter complexion in 20 minutes is misleading in the absence of substantiation. This advertisement is in contravention of Chapter I, Clauses 1.1, 1.4, and 1.5 of the ASCI Code. The complaint was Upheld.