Airth Research Private Limited - Airth Ac
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 stated that the claims are based on independent testing and technical evaluations conducted under controlled conditions. The claims “Removes Harmful Particles – Covid-19, Bacteria, Pollen, PM2.5, PM10” is supported by test reports covering particulate matter, microbial contaminants, and antiviral performance. The product claims are intended to communicate air purification performance and do not constitute therapeutic, preventive, or curative claims. As claim support data, the advertiser provided independent test reports and technical evaluations supporting product performance claims, including antiviral efficacy, particulate matter reduction, filtration efficiency, product safety, and split AC purifier performance. They further submitted copy of the product label, product approval license. The advertiser’s response with the claim support data was referred to an independent technical expert of ASCI for their opinion. The expert opinion was then shared with the advertiser to allow them to make additional submissions. The advertiser did not respond to the expert opinion. The Consumer Complaints Council (CCC) viewed the Website advertisement (https://airth.in/products/filter-for split ac?gad_source=1&gad_campaignid=23776067705&gbraid=0AAAAAoSah0Qz0IMm2E0rdRW7sZY4zmrJJ&g clid=Cj0KCQjw_IXQBhCkARIsADqELbJWKEBdy4sYPR03Hupf5Hc-601m2ShENa0EUVM4jNGNYb2wE SZ3zwaAjUGEALw_wcB), considered the complaint, the advertiser’s response along with the claim support data, and the expert’s opinion presented at the meeting. Claim - “Removes Harmful Particles - Covid-19, Bacteria, Pollen, PM2.5, PM10” The CCC observed that the submitted test reports showed removal of PM2.5 and PM10 particles under test conditions; however, they did not demonstrate that the product removes Covid-19 particles/aerosols, pollen, and bacteria. The Covid-19 test was based on contact deactivation using a liquid suspension and was not considered representative of the product's actual use, where air passes through the filter. The CCC further observed that certain reports were not directly relevant to the contested claims and, for certain testing, the test methodology, equipment used, and statistical significance were not provided. The submitted tests also did not address the longevity of the claimed performance, performance degradation over time, cleaning process, replacement frequency, and reusability. Claim - “AIRTH Filter for Split AC upgrades your AC into a HEPA purifier that removes 99% of PM2.5, allergens, and germs” The CCC observed that the test reports showed removal of PM2.5 particles under test conditions to certain extent; however, they did not substantiate the claim that the product upgrades a split AC into a HEPA purifier that removes 99% of PM2.5. No test report relating to allergens and germs was submitted, and the allergens referred to in the claim were not specified. The CCC further noted that the concerns regarding the supporting evidence, including that certain reports were not directly relevant to the claim and that details relating to test methodology, equipment used, statistical significance, and long-term performance were not provided, were equally applicable to this claim. Based on this assessment, the CCC concluded that the claims, “Removes Harmful Particles - Covid-19, Bacteria, Pollen, PM 2.5, PM 10”, and “AIRTH Filter for Split AC upgrades your AC into a HEPA purifier that removes 99% of PM2.5, allergens, and germs”, were inadequately substantiated. 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.
