Manash Lifestyle Private Limited - DermDoc

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 neither did they submit their written response. The Consumer Complaints Council (CCC) viewed the Website (https://buydermdoc.com/products/dermdoc-4-niacinamide-with-spf-50-pa-brightening-sunscreen-50-gm), Instagram (https://www.instagram.com/p/C3mP2A6R4W2/?igsh=cWkyYjBia2JkcDMx) advertisement and considered the complaint. The CCC observed that no response was received from the advertiser prior to the prescribed due date as specified by the ASCI Secretariat. Upon careful consideration of the complaint and in the absence of response from the advertiser, the CCC concluded that the claim, "First ever brightening sunscreen tailored for Indian skin", was not substantiated with verifiable comparative data of the advertiser’s product versus other similar brightening sunscreen brands in India, to prove that their brightening sunscreen product is the first of its kind in India to be tailored for Indian skin. The claim is misleading by exaggeration and is likely to lead to widespread disappointment in the minds of consumers. The said claim contravened Chapter I, Clauses 1.1, 1.4, and 1.5 of the ASCI Code. This complaint was UPHELD