PID India Private Limited - Alan Truman Blow Dryer Brush

Recommendation: Upheld | Medium: Suo Moto

The ASCI had approached the advertiser (PID Imports India Private Limited) and the influencer (Sakina Motiwala) 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, but the influencer submitted her response. Influencer Sakina Motiwala promoted the Alan Truman Blow Dryer Brush on Instagram without any disclosure label, claiming it was a personal review and that no payment was received, though she could not provide proof of purchase.

The CCC observed that the influencer had tagged the brand, indicating a material connection, and noted the absence of required disclosure labels such as "Ad" or "Sponsored" at the start of the post. Although the influencer later amended the post to include "#ad", it was not placed at the beginning as required by ASCI guidelines and hence the complaint was Upheld. Upon receiving the CCC’s recommendation, the advertiser requested for a re-examination of the recommendation. The CCC viewed the Instagram advertisement (https://www.instagram.com/p/DVSwNnwja2N/) considered the complaint and the advertiser’s response.

The CCC noted that the advertiser has provided a signed declaration stating that they do not have any connection with the influencer. Based on this evidence, the CCC concluded that the Instagram advertisement is not in contravention of ASCI Guidelines for Influencer Advertising in Digital Media. This complaint is Not Upheld on Re-Examination.