Innisfree India - Innisfree

Recommendation: Upheld | Medium: General Public

The ASCI had approached the advertiser for its response in addressing the grievances of the complainant and forwarded the details of the complaint, verbatim, to the advertiser with a request to respond to the same. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claim in the advertisement. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and neither did they submit their written response. The Consumer Complaints Council (CCC) viewed the Website advertisement and considered the complaint. The CCC noted that no response was received from the advertiser prior to the prescribed due date as specified by the ASCI Secretariat. The advertiser did not provide evidence to substantiate the claim, which implies that the product has a positive impact on the environment, and no robust data or credible accreditations were submitted. In the absence of response from the advertiser, the CCC concluded that the claim, “Better for us and Earth”, was not substantiated, and is misleading by exaggeration. The said claim contravened Chapter I, Clauses 1.1, and 1.4 of the ASCI Code, and ASCI Guidelines for Advertisements Making Environmental/Green Claims. This complaint was UPHELD.