L'Oreal India Private Limited - Maybelline New York Serum Lipstick

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

The ASCI had approached the advertiser (L'Oreal India Private Limited) and the influencer (Ranjana Singh) 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 and the influencer submitted their response. The advertiser provided a declaration confirming that there is no association with the influencer in relation to the advertisement. The influencer stated that the video is non-sponsored and provided a copy of the invoice for the purchased product. The Consumer Complaints Council (CCC) viewed the Instagram advertisement (https://www.instagram.com/p/DUapKmakhfR) considered the complaint, and the responses submitted by the advertiser and the influencer. The CCC observed that the advertisement shows an influencer promoting the advertiser’s product – ‘Maybelline New York Serum Lipstick’. The CCC noted that the advertiser has no connection with the influencer and does not endorse the comments made in the Instagram post. The advertiser submitted a declaration confirming the absence of any material relationship with the influencer. The influencer stated that the content reflects her personal opinion and review of the product. She also provided a copy of the purchase invoice as proof that the product was purchased independently. 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.