Blur Cosmetics Private Limited - Blur It's Giving Honey Juicy Lip Oil

Recommendation: Upheld | Medium: Suo Moto

The Instagram advertisement is by an influencer (Navya) promoting ‘’Blur Cosmetics Private Limited – Blur It's Giving Honey Juicy Lip Oil’’. The advertisement is in contravention of Chapter I of the ASCI Code and ASCI Guidelines for Influencer Advertising in Digital Media. The ASCI had approached the advertiser (B‘lur Cosmetics Private Limited) and the influencer (Navya) for their respective responses in addressing the objections raised in the complaint. While the influencer did not respond, the advertiser responded stating that they have given full disclosure rights to the influencer by the brand. The Consumer Complaints Council (CCC) viewed the Instagram advertisement (https://www.instagram.com/p/DWodD-6gdP3/ ) considered the complaint and the advertiser’s response. The CCC noted that there was no response from the influencer. The CCC observed that the influencer is promoting the advertiser’s product, `Blur It's Giving Honey Juicy Lip Oil’. The CCC further noted that while the influencer had tagged the brand (advertiser) and also included #ad, indicating a material connection between the influencer and the brand, however, the Placement of the disclosure was not upfront and prominent. Based on these observations, the CCC concluded that the Instagram advertisement is misleading by omission and exploits consumers’ lack of knowledge. The advertisement contravened Chapter I, Clauses 1.4 and 1.5 of the ASCI Code, and Clause 1.2 of the ASCI Guidelines for Influencer Advertising in Digital Media. This complaint was Upheld.