Kama Ayurveda Private Limited - Amsuman Daily Sun Shield
Recommendation: Upheld | Medium: Suo Motu - NAMS (TAMS)
The ASCI had approached the advertiser for its response in addressing the objections raised in the complaint. 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 did not avail and replied requesting for an extension to submit their response.
The advertiser in their response stated that the substantiation for the claim, “100% protection from daily ageing factors”, includes complementary studies assessing the product’s performance against key external factors associated with daily photoaging. Taken together, these results support the product’s performance against major environmental aggressors relevant to daily photoaging, including UV radiation, blue light, urban pollution and oxidative stress.
Claim - “Skin ageing prevention and dark spot reduction after 4 weeks” - After 4 weeks of use, statistically significant improvements were observed in pigmentation-related parameters, including a reduction in skin hyperpigmentation, spot pigmentation and under-eye pigmentation, together with an increase in spot brightness, indicating a measurable reduction in the appearance of dark spots. Furthermore, significant improvements were observed in skin elasticity, firmness and fine lines, supporting the product’s anti-ageing performance.
Claim - “High protection – skin ageing & dark spot prevention” - The intention is to communicate cosmetic benefits linked to helping reduce the skin’s exposure to external factors known to contribute to photoaging and pigmentation concerns. This rationale is consistent with the product specific evidence showing high photoprotection, while the additional blue light, pollution and oxidative stress data further support the product’s relevance in addressing mechanisms associated with premature skin ageing.
As claim support data, the advertiser provided the following documents – (1) In vivo SPF study, (2) In vitro SPF study, (3) UVA assessment, (4) Blue light screening study, (5) Ex vivo study on blue-light-induced oxidative stress, (6) Ex vivo study on pollution and UV-A-induced oxidative stress, (7) Clinical efficacy study on skin ageing and pigmentation, (8) Product packaging.
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 then shared with the advertiser to allow them to make additional submissions. In response, the advertiser stated that the claim "High Protection" is supported by the product's sunscreen efficacy data. Specifically, an in vivo SPF study demonstrated a high level of UVB protection. These findings were further supported by an in vitro SPF study. The Indian Standard IS 19685:2026 provides a formal Indian classification for sunscreen protection. This is consistent with the EU framework, where Commission Recommendation 2006/647/EC also classifies sunscreen protection based on SPF values. On this basis, “High Protection” should be understood as a recognized sunscreen protection category supported by the product’s measured SPF performance.
The advertiser further provided the following documents – (1) In vivo SPF study, (2) In vitro SPF study, (3) Indian Standard IS 19685:2026 – Sunscreen Cosmetics Products Specification, issued by BIS, (4) Commission Recommendation 2006/647/EC relating to sunscreen efficacy and protection categories
The additional submissions made by the advertiser were shared with the technical expert for final opinion.
The Consumer Complaints Council (CCC) viewed the Website advertisement (https://www.kamaayurveda.in/amsuman-daily-shield-sunscreen-spf-50.html), considered the complaint, the
advertiser’s response along with the claim support data, and the expert’s final opinion presented at the meeting.
Claim – “100% protection from daily ageing factors” - (Disclaimer UVB : Instrumental Test on 10 Volunteers After one application UVA & Blue Light : In-Vitro Tests)
The CCC observed that the claim was supported by the product’s SPF 50 sunscreen efficacy, including UV, UVA and blue light protection. The advertiser also referred to the disclaimer stating “UV: Instrumental Test on 10 Volunteers After one application UVA & Blue Light: In-Vitro Tests”.
The CCC further observed that the in vivo study assessed SPF/UVB protection, while the in vitro studies assessed UVA and blue light protection. The clinical study also assessed specific skin-ageing-related parameters, including dark spots, hyperpigmentation, wrinkles and fine lines, and skin elasticity.
The CCC was of the view that `daily ageing factors’ is a broad term and that skin ageing can result from several causes. The CCC discussed that the studies submitted demonstrated protection against specific aspects, including UV and blue light, but did not establish protection across the wider range of factors associated with skin ageing. Therefore the data was inadequate to support the claim.
The CCC further discussed that the product being an SPF 50 sunscreen, the claim did not specify that the “100% protection” related only to sun or UV-related ageing.
Based on the above assessment, the CCC concluded that the claim, “100% protection from daily ageing factors”, was inadequately substantiated. The claim is misleading by exaggeration and is likely to lead to widespreadn disappointment in the minds of consumers. The said claim in the advertisement contravened Chapter I, Clauses 1.1, 1.4 and 1.5 of the ASCI Code. This complaint was UPHELD by majority.
Claim – “After 4 weeks Skin is glowing, Skin ageing-prevention, dark spots reduction” (Disclaimer – use Test on 20 Volunteers after 1 month)
The CCC observed that the clinical study was conducted on female volunteers. The product was applied daily and assessments were carried out on Day 28 and Day 56. The study assessed skin firmness, wrinkles and fine lines, hyperpigmentation and dark spots.
The CCC further observed that the results showed improvements in skin glow, skin ageing prevention, and dark spot reduction.
Based on the above assessment, the CCC concluded that the claim, “After 4 weeks Skin is glowing, Skin ageingprevention, dark spots reduction”, was substantiated and is not in contravention of Chapter I of the ASCI Code.This complaint was NOT UPHELD
Claim – “High Protection Skin Ageing & dark spot prevention” (product pack claim) The CCC observed that the advertiser submitted skin explant studies and a clinical study in support of the claim. The CCC further observed that the clinical study assessed parameters relevant to skin ageing and pigmentation, including wrinkles, fine lines, dark spots and skin elasticity. The study results supported the product’s efficacy in relation to these parameters.
The CCC discussed the use of the term “High Protection” and noted the advertiser’s submission that the product’s SPF result was higher than the standard used to classify the level of sunscreen protection.
Based on the above assessment, the CCC concluded that the product pack claim in the advertisement, “High Protection Skin Ageing & dark spot prevention”, was substantiated and is not in contravention of Chapter I of the ASCI Code. This complaint was NOT UPHELD.
