Metabolix Fitness Private Limited - Metabolix Glo Marine Collagen Peptides

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 confirmed their willingness to make appropriate changes / withdraw the advertisement within a stipulated period (ten business days from the date of ASCI communication).

Based on the advertiser’s confirmation, the ASCI Secretariat took the matter on record as an Informal Resolution of the complaint.

The ASCI Secretariat, in September 2026, observed that the objected claims, “Restores Skin Elasticity and Glow”, and “Reduction in Fine Lines & Wrinkles”, which had reportedly been withdrawn earlier, continued to appear on the advertiser’s website. The advertiser was requested to remove the claims across all media platforms, failing which the complaint would be placed before the Consumer Complaints Council (CCC) for consideration.

In the absence of the advertiser’s response within the extended timeline, the complaint was reopened and placed before the CCC for deliberation.

The CCC viewed the Website advertisement

(https://metabolix.in/products/marincollagen?variant=45734140379321) considered the complaint and the advertiser’s reply.

The CCC noted that the objected claims continued to appear in the Website advertisement. This non-compliance was brought to the advertiser’s attention. However they did not respond within the given timelines.

In the absence of claim support data, the CCC concluded that the claim, “10X Active Collagen Formula”, was not substantiated by comparative clinical test reports.

Claims, “Restores Skin elasticity and glow”, and “Reduction in Fine Lines & Wrinkles”, were not substantiated with clinical evidence of product efficacy.

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, and ASCI Guidelines on Advertising of Foods & Beverages (F&B). This complaint was UPHELD.