Urban Essentials India Private limited - Plush's Comfort High Waist Period Panty

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

The ASCI had approached the advertiser for its response in addressing the objections raised in the complaint. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claims in the advertisement, or alternately to substantiate the claims with supporting data. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and replied requesting for a week’s time to submit their response. The deadlines stipulated under the Consumer Complaints Council (CCC) procedure are designed with due consideration to the immediate and widespread impact that advertisements can have on the public. Therefore, any action required in this regard must be prompt and time sensitive. Accordingly, strict timelines are set for advertisers, broadcasters, and other relevant parties, and the CCC itself prioritizes the expeditious handling of every complaint it receives. As a special gesture, the advertiser in this case was granted an extension of an additional four business days to submit their response. However, the advertiser failed to respond within the extended timelines. The CCC viewed the Facebook advertisement (https://www.facebook.com/ads/library/?id=1305029624470210) considered the complaint, and the advertiser’s reply. The CCC observed that the advertiser has not provided supporting data for the product claim made. In the absence of claim support data, the CCC concluded that the claim, “Experience the revolution in period care with India's first antibacterial period panties”, was not substantiated with verifiable comparative data of the advertiser’s product versus other similar period panty products available in India, to establish that it is the first of its kind to offer antibacterial properties. The claim is misleading by exaggeration. The source and date for the claim is not mentioned in the advertisement. The said claim contravened Chapter I, Clauses 1.1, 1.2, and 1.4 of the ASCI Code. This complaint was UPHELD