Nykaa E-Retail Limited - Nykaa E-Retail Limited

Recommendation: Not Upheld | Medium: Suo Motu - NAMS (TAMS)

The ASCI had approached the brand owner - advertiser (Nykaa E-Retail Limited) and the influencer (Tanaya Nath) for their respective responses in addressing the objections raised in the complaint. The advertiser and the influencer were also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and the influencer submitted her response. The influencer replied that this post was not sponsored and the products were purchased independently by her. The influencer further provided a copy of invoice for the purchase of these items. The Consumer Complaints Council (CCC) viewed the Instagram advertisement (https://www.instagram.com/reel/DRyj0lpk186/?igsh=a3VsZ3pybzh3Mjcw), considered the complaint, and the influencer’s response. The CCC noted that there was no response from the advertiser. The CCC observed that the advertisement shows an influencer promoting the advertiser’s product – Nykaa (Pink Friday Sale). The influencer has no connection or material relationship with the advertiser, and that the content appears to have been shared voluntarily. The influencer provided an invoice confirming the purchase of the items showcased in the Instagram post. Based on these observations, the CCC concluded that the advertisement is not in contravention of ASCI Guidelines for Influencer Advertising in Digital Media. This complaint was NOT UPHELD.