YMI Ghar Soaps Private Limited - Ghar Soaps

Recommendation: Not 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, or alternately to substantiate the claim 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 stated that the phrase “I hold PhD in reducing tan” is a creative expression used to highlight that the product is an advanced preparation compared to a normal face wash and is intended as a metaphor for the product’s efficacy in tan reduction, not as a claim of academic qualification. The advertiser further stated that the claims relating to tan reduction and skin brightening are supported by a clinical study conducted by an independent clinical research organisation, with the study protocol approved by an independent ethics committee, and that the study results substantiate the product’s performance claims. The advertiser also stated that the ingredients highlighted on the packaging are present in the product, are disclosed on the packaging as required, and are displayed to communicate the product’s unique selling proposition. As claim support data, the advertiser provided clinical study report supporting the product's efficacy claims and documentation relating to the independent ethics committee approval of the clinical study. The advertiser’s response with the claim support data was referred to an independent technical expert of ASCI for their opinion. The expert opinion was shared with the advertiser for any additional submissions. No further response was received from the advertiser. The Consumer Complaints Council (CCC) viewed the advertisement (https://www.flipkart.com/ghar-soaps-magic-sandalwood-saffron-glutathione-face-wash/p/itmc452143aa9e0d?pid=FCWHF88CNJYKPP9Z&lid=LSTFCWHF88CNJYKPP9Z4K1PKY&marketplace=FLIPKART&q=ghar+soaps+face&store=g9b%2Fema%2F5la&srno=s_1_3&otracker=AS_QueryStore_OrganicAutoSuggest_2_15_na_na_na&otracker1=AS_QueryStore_OrganicAutoSuggest_2_15_na_na_na&fm=search-autosuggest&iid=160a0fc3-79c3-4e0b-be0b-fe8905b62ec3.FCWHF88CNJYKPP9Z.SEARCH&ppt=sp&ppn=sp&ssid=z2nucgodnk0000001777284078618&qH=bfe5828928114d70&ov_redirect=true&ov_redirect=true), considered the complaint, the advertiser’s response along with the claim support data, and the expert opinion presented at the meeting. The CCC observed that the advertiser submitted a clinical study report to substantiate claims relating to tan reduction, skin brightening, even skin tone, hydration, skin barrier, softness and smoothness. The study evaluated the in-vivo efficacy of the face wash on healthy subjects through subject self-assessment, dermatological and instrumental evaluations, and photographic assessment. The study was conducted as a double-blind, non-comparative study, wherein subjects served as their own reference, and the product was used twice daily during the study period. The CCC noted that the findings indicated improvement in parameters relating to skin brightening, skin tone evenness, tan reduction, moisturisation, skin barrier function and melanin reduction after use of the product. The CCC further observed that the subjective assessment indicated that the product helped improve skin brightening, reduce tan, moisturise and hydrate skin, improve skin tone evenness, smoothness, softness, clarity, reduce dryness and improve skin glow after the study period. The dermatological assessment indicated improvement in skin even tone and skin brightening, along with reduction in colour difference on the face indicating reduction in tan and improvement in skin tone evenness. A reduction in melanin content was also observed after the study period. Based on the study findings, the CCC considered the tan reduction claim to be substantiated. With regard to the expression, “I hold PHD……”, the CCC was of the view that, when read in the context of the advertisement, it constituted advertising puffery and was a metaphorical expression rather than a literal representation. The CCC therefore did not consider this part of the claim to be misleading. Based on the above assessment, the CCC concluded that the product packaging claim, “I hold PHD in reducing TAN”, is not in contravention of Chapter I of the ASCI Code. This complaint was NOT UPHELD.