The Advertising Standards Council of India has reprimanded Emami Limited for its false advertisements also misusing an Indian celebrity for promoting its fairness cream, which is against the law. In its website ASCI says:
Emami Limited (Fair and Handsome Fairness Cream):
The statement in the advertisement,“Mardo kisakt tawacha per pink fairness cream beaasar!” (…Pink Fairness Cream is of no use on Men’s tough skin…)
was not adequately substantiated.
The endorsement by the Celebrity in the advertisement as “Mardo ki sakt tawacha per pink fairness cream beaasar!” which have not been substantiated. Therefore this part of the advertisement c ontravenes Clause (d) of the Guidelines for Celebrities in Advertising. Further t he claim , “Long Last Fairness: Visible Fairness in 3 weeks ” which appears on the product packaging implies that the product provides the claimed effect “fairness” for some ext ended time after its use has stopped or for some extended duration after the last application of the product, which was not substantiated adequately over a reasonable time period by the advertiser by objective measurements and the claim is misleading by ambiguity and implication.