Dot & Key Wellness Private Limited - Dot & Key

Recommendation: Not Upheld | Medium: Industry Member

The ASCI had approached the brand owner - advertiser (Dot & Key Wellness Limited) and the influencer (Leepika Arora) for their respective responses in addressing the grievances of the complainant and forwarded the details of the complaint, verbatim, to the advertiser and the influencer with a request to respond to the same. The advertiser and the influencer were also offered an opportunity for a telecon with the ASCI Secretariat, which the advertiser availed, and the advertiser and the influencer submitted their written response. The advertiser stated that this is not a paid post. The advertiser further provided a signed copy of the declaration in support of the same. The influencer clarified that `the post was not part of a brand collaboration, which is why it was marked with #notsponsored. The brand was tagged to draw attention to the content, but the tag has since been removed’. The Consumer Complaints Council (CCC) viewed the Instagram advertisement (https://www.instagram.com/reel/DGQlFzpyYvw/?igsh=MW9ueDN3bXRwMXhuOQ%3D%3D), considered the complaint, and the response from the advertiser and the influencer. The CCC observed that the advertisement shows an influencer promoting the advertiser’s skin care product – `Dot & Key Blueberry Hydrate 12% Barrier Boost Serum’. The CCC noted that the influencer has stated that the Instagram post was not created in partnership with the brand. The advertiser has also clarified that the Instagram post is not a paid promotion. As proof, the advertiser has submitted a declaration of having no material connection directly or indirectly with the influencer. This indicates that the influencer's Instagram post is a piece of personal content. Based on the evidence provided by the advertiser, the CCC concluded that the Instagram advertisement is not in contravention of ASCI Guidelines for Influencer Advertising in Digital Media. This complaint was NOT UPHELD