IndieJewel Fashions Private Limited - Giva

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

In the absence of required action on or before the prescribed due date, CCC considered this complaint exparte. The Advertisement (https://www.instagram.com/p/DIf7QEZhdk3/?hl=en) shows an Influencer promoting a Jewellery brand. The advertisement carries disclosure label of ‘#collaboration’ in the advertisement. However, this disclosure label is inserted at the end of the description in the advertisement and is buried in a group of hashtags. It is not stated upfront and hence could be missed by an average viewer. This disclosure label would not be visible to a consumer when viewed from a mobile phone, and the viewer would need to scroll down to view the same. This advertisement is in contravention of Clause 1, 1.2 (a, c) of the ASCI Guidelines for Influencer Advertising in Digital Media. The complaint was Upheld