Emcure Pharmaceuticals Limited - Emcure Pharmaceuticals

Recommendation: Upheld | Medium: Consumer Organization

Ad Description

The Instagram advertisement features Arth Bitter Drops (Arth by Emcure), a herbal supplement containing a blend of 14 bitter herbs, including Karela, Haldi and Dry Ginger. The ad promotes the product with claims that it helps curb cravings, supports weight management and aids digestion. It uses the tagline “Bitter is better. Even Dhoni agrees” and states that the product is available on the brand website, Amazon and Flipkart.

Issue

Whether the claims that “Arth Bitter Drops help curb cravings, support weight management, and better digestion” and are made with “14 powerful bitter herbs” were misleading and could be substantiated, including whether adequate evidence supported the efficacy claims and whether the celebrity endorsement was appropriately supported.

Advertiser’s Response

The advertiser stated that the communication for Arth Bitter Drops is based on scientific literature relating to bitter compounds, gastrointestinal bitter receptor activation, and bitter herbs in supporting digestive wellness and appetite related functions. The claim “powerful bitter herbs” is used descriptively in the context of the strong bitter profile of ingredients and “supports weight management” is used in a supportive wellness context, not to imply assured weight loss. They further stated that “better digestion” refers to supporting digestive wellness, including digestive readiness, appetite awareness, and reduction in digestive discomfort.

Consumer Complaints Council (CCC) Assessment

The CCC noted that the advertiser submitted published literature references to studies on the effects of bitter compounds on gastrointestinal bitter receptors, appetite suppression and digestion. However, these studies did not include the 14 bitter herbs used in Arth Bitter Drops, did not provide evidence of weight loss, and did not include prospective clinical trials monitoring weight loss.

The CCC further noted that the references related to general bitter compounds, and did not include evidence relating to the specific herbs or product formulation of Arth Bitter Drops. While there was a possibility that the formulation may bind to satiety receptors, relevant published scientific literature supporting the same was not provided. It was also noted that no product specific clinical evidence was submitted to support claims of  “better digestion”, “support weight management”.

The CCC considered the additional submission from the advertiser, wherein a clinical study certificate was submitted. The study summary reported improvements in digestive comfort, appetite sensations and food cravings, and reduction in bloating, post-meal heaviness and digestive discomfort. It was noted that the advertisement refers to reduction of cravings which helps in weight management; however, the study did not include primary or secondary endpoint measurements for weight management. Further, the CCC noted that while the clinical study provided by the advertiser was done on the bitter compound, details of the methodology used to measure bloating and post-meal heaviness, and the experimental protocol, were not provided. 

Based on this assessment, the CCC concluded that the claims, “Made with a blend of 14 powerful bitter herbs like Karela, Haldi, Dry ginger, Arth Bitter Drops help curb cravings, support weight management, and better digestion”, were inadequately substantiated.  The claims are misleading by exaggeration and are likely to lead to widespread disappointment in the minds of consumers.   

Celebrity Due Diligence 

The advertiser provided the relevant extract of the endorsement agreement executed between them and Mahendra Singh Dhoni in relation to the Arth product portfolio, including Arth Bitter Drops.  

The CCC noted that  this document did not establish that due diligence had been undertaken by the celebrity (M S Dhoni), to ensure that the descriptions, claims, made in the advertisement were capable of substantiation. 

Decision

Claims -  “Made with a blend of 14 powerful bitter herbs like Karela, Haldi, Dry ginger, Arth Bitter Drops help curb cravings, support weight management, and better digestion” - Upheld

Celebrity Due Diligence  - Upheld

ASCI Code / Guidelines

Claims -   Chapter I, Clauses 1.1, 1.4, and 1.5

Celebrity Due Diligence  - Clauses (c) and (d) of the ASCI Guidelines for Celebrities in Advertising.