Vilvah Store Private Limited - Vilvah Store

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 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 availed and submitted their response. The advertiser in their response agreed to modify the claims. The ASCI Secretariat held a virtual meeting with the advertiser. In view of their willingness to modify the claims, the ASCI Secretariat requested that the advertiser withdraw the claims across all media. However, the advertiser did not confirm compliance within the specified timeline. The Consumer Complaints Council (CCC) viewed the Website advertisement, considered the complaint, and the advertiser’s response. The CCC observed that the advertiser did not provide supporting data for the claims made. In the absence of claim support data, the CCC concluded that – Claim, “India’s #1 Face Brightening Routine”, was not substantiated with verifiable comparative data verified by an independent third party to demonstrate that the advertiser’s product, `Face Brightening Combo (Facewash & Serum)’, holds a leadership position (#1) compared to other similar face brightening combos in India. Claims, “Instant Brightening & Even Skin Tone”, and “Reduces Acne Scars”, were not substantiated with clinical evidence of product efficacy or a clinical study conducted by an independent third party to demonstrate that the product provides the claimed skin benefits. The claims are misleading by exaggeration and are likely to lead to widespread disappointment in the minds of consumers. The source and date for the claims is not indicated in the advertisement. The said claims in the advertisement contravened Chapter I, Clauses 1.1, 1.2, 1.4 and 1.5 of the ASCI Code. This complaint was UPHELD. The CCC noted the advertiser’s willingness to modify the said claims.