Emami fined INR 15 lakh by Delhi Consumer Forum for misleading ad

Emami Ltd has been fined INR 15 lakh by the Central Delhi District Consumer Dirpute Redressal Commission for being engaged in discriminatory  trade practices via deceptive advertisements for Fair and Handsome. This ruling has arrived 11 years post a complaint has been filed by a consumer against Emami. It has been alleged that the fairness cream under the brand was not being able to deliver to its promises. It was further claimed by the complainant that inspite of following the packaging instructions, using the product two times everyday, he has seen no improvement or changes in his skin tone. He has bought the product in the year 2013 at INR 79.

President Inder Jeet Singh who spearheads the consumer forum along with Rashmi Bansal looked over the claims. It was stated that the advertisements and the packaging has made an assurance of fairness within a span of three weeks of using regularly, without including important factors influencing the outcomes such as the requirement for a balanced diet, a healthy lifestyle and exercise. It was argued by Emami that the complainant has not been able to provide an evidence of the proper utilisation of the product. 

Further it was claimed by the company that the cream was targeted at healthy men within the age group of 16-35 years which was not mentioned on the packaging of the cream. The forum has directed Emami to remove all packaging, advertisements and labels that are related to Fair and Handsome promoting misleading claims. 

The complainant was given INR 50,000 for punitive damages and INR 10,000 for covering the legal expenses. Emami was asked by the court to pay INR 14.5 lakh as punitive damages to the Delhi State Consumer Welfare Fund.

Also Read: Emami Q2 FY25 revenues up 3% at Rs 891 cr, net profit grows 19%