Marico Group - Zed Lifestyle Private Limited - Beardo

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

The ASCI had approached the brand owner - advertiser (Zed Lifestyle Private Limited) and the influencer (Nilaay Pancchal) 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 advertiser submitted their written response. The advertiser stated that the post shared is neither a collaboration nor a paid-for communication of the company. The advertiser further provided a signed copy of the declaration in support of the same. The Consumer Complaints Council (CCC) viewed the Instagram advertisement (https://www.instagram.com/p/DHXaTNtJ4Je/) considered the complaint, and the response from the advertiser. The CCC noted that there was no reply from the influencer. The CCC observed that the advertisement shows an influencer promoting the advertiser’s product – Beardo. The CCC noted that the advertiser has 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.