Transparency in Beauty:
ASCI Unveils Major Advertising Violations
in C & PC sectors

Transparency in Beauty: ASCI Unveils Major Advertising Violations in C & PC sectors

Image used for illustrative purposes only

In the realm of beauty and skincare, transparency and honesty in advertising are paramount. The Advertising Standards Council of India (ASCI) recently spotlighted several companies for violating advertising norms, significantly impacting the beauty and personal care sectors. Leading the list of violators for FY24 is Honasa Consumer Pvt. Ltd, the parent company of popular brands such as Mamaearth, Dr. Sheth’s Skin and Hair Clinic, Aqualogica, The Derma Co., and Ayuga. ASCI identified 187 misleading ads from Honasa, setting a concerning precedent in the industry.

ASCI’s report also highlighted the transgressions of Patanjali Ayurved Ltd, led by Yoga guru Ramdev, which faced scrutiny for 28 misleading advertisements. These included endorsements of products like DantKanti toothpaste, chyawanprash, various Ayurvedic medicines, and pain-relief tablets. The beauty and skincare segment was not alone in facing ASCI’s scrutiny; other violators included women’s fashion retailer Urbanic, makeup brand Renee Cosmetics, and companies like Bright Lifecare Pvt. Ltd., which owns MuscleBlaze and HealthKart.

Interestingly, the beauty and personal care sector was one of the most affected, with 98% of the 1,000+ ads reviewed by ASCI requiring amendments. Most of these ads were promoted digitally, with 55% endorsed by influencers, underscoring the digital shift in advertising strategies. This shift has led to an increase in misleading advertisements, prompting the government to form a three-ministerial task force to address the issue.

The pandemic has heightened interest in healthcare and personal care, leading to a surge in advertisements in these categories. Many healthcare companies have transitioned from regional newspapers to digital platforms, potentially avoiding regulatory scrutiny. The surge in digital advertising has also brought skin and personal care ads into the spotlight, revealing the need for stricter regulations to protect consumers from misleading claims.

In conclusion, the beauty and skincare industry must prioritize ethical advertising to maintain consumer trust. ASCI’s findings serve as a reminder of the importance of transparency and the need for stringent measures to ensure that beauty and personal care products are marketed truthfully and responsibly.

Sheela Iyer

Author : Sheela Iyer

Sheela Iyer is an observer of the Indian Cosmetics & personal care industry and the editor of ‘Cosmetech’. She regularly video interviews industry experts on Cosmetech TV and has her fortnightly podcast ‘Cosmetics Today’

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