AWL Agri Business Limited - Fortune

Recommendation: Not Upheld | Medium: General Public

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 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. A similar complaint (intra industry) was received against the same advertisement of `Fortune Refined Sunflower Oil’. The advertiser in their response stated that the claim that it “absorbs 17% less oil” is substantiated through independent empirical research and accredited laboratory testing under controlled conditions. The tests confirm that all the components are within prescribed safe and permissible limits, ensuring the product’s functional performance. The claim is a qualified functional claim, accurately communicated with a visible disclaimer. As claim support data, the advertiser provided an independent research report, laboratory test report, FSSAI license, and FSSAI Edible Oil Survey-2020. The advertiser’s response along with the claim support data was forwarded to an independent technical expert of ASCI for their opinion. The expert opinion was then shared with the advertiser for making additional submissions. In response, the advertiser stated that the advertisement and the studies refer to the same marketed product, Fortune Sunlite Refined Sunflower Oil, and not a separate product. The laboratory reports from accredited facilities confirm the product’s composition, identity, and regulatory compliance. The “17% less oil absorption” claim is clearly displayed only on the relevant product packaging, which fully conforms to labelling requirements. The advertiser further submitted product labels / packaging artworks, Screenshots from the advertisement, NABL accredited laboratory reports, and Trademark references. The additional submissions made by the advertiser were shared with the technical expert for final opinion. The Consumer Complaints Council (CCC) viewed the YouTube advertisement (https://www.youtube.com/watch?v=gRQMdz3XfBc), considered the complaint, the advertiser’s response along with the claim support data, and the expert’s final opinion presented at the meeting. The CCC observed that the advertiser submitted data from a controlled study comparing the sunflower oil featured in the advertisement with other sunflower oils. The study involved frying multiple food items under standardized conditions, and the results demonstrated that the advertised product - `Fortune Sunlite Refined Sunflower Oil’ absorbed significantly less oil than the other oils tested. The analytical data submitted confirmed that the marketed product exhibits the claimed lower oil absorption. Based on this assessment, the CCC concluded that the claim, “Absorbs 17% less oil*” was substantiated and is not in contravention of Chapter I of the ASCI Code. This complaint was NOT UPHELD.