Dulae Cosmetics Private Limited - Nariyal Cream of Coco Body Wash

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

The ASCI had approached yourselves for your response in addressing the objection raised in the complaint (https://www.facebook.com/ads/library/?id=877691514720038). You were offered an option to seek Informal Resolution (IR) of the complaint by modifying or withdrawing the claim objected to in the advertisement, or alternately to substantiate the claim with the required supporting data. In the absence of a written response along with documents for substantiation on or before the prescribed due date, the Consumer Complaints Council (CCC) considered this complaint exparte. Claim, "Reduces back acne and acne marks (Day 1 to Day 45)", was not substantiated with clinical evidence or with clinical third party test reports for product efficacy to prove that the product being a wash off product reduces back acne and acne marks in 45 days as claimed. The source and date for the claims is not indicated in the advertisement. The claims are misleading by exaggeration and are likely to lead to widespread disappointment in the minds of consumers. The visual in the advertisement showing complete disappearance of acne by Day 45 is misleading as it contradicts the claim, of "Reduces back acne and acne marks (Day 1 to Day 45)", which is not proven with clinical evidence. This claim in the advertisement is in contravention of Chapter I, Clauses 1.1, 1.2, 1.4 and 1.5 of the ASCI Code. The visual in the advertisement contravened Chapter I, Clause 1.4 of the ASCI Code. The complaint was Upheld.