Company fined Rs4.9 million over false skin whitening claims

An Indian man filed a lawsuit against a skincare company, alleging that their product failed to deliver the promised results of fair skin in three weeks.

The complainant, like many others, was swayed by the endorsement of Bollywood legend Shah Rukh Khan, as the company appointed King Khan as its brand ambassador.

Nikhil Jain from New Delhi had always dreamed of having a fair complexion, but it remained elusive until 2013. However, after watching a television advertisement for a beauty product, he believed his dream was finally within reach.

Without considering the pros and cons, he purchased the product and began using it.

After using the cream for three weeks religiously , his colour remained unchanged, which made him disappointed. 

Subsequently, the upset Indian man sued the Emami Ltd which manufactures skin and healthcare products over misleading advertisement and incomplete instructions and requested to impose a fine of INR1,500,00 (Rs4.9 million). 

"I was compelled to buy the cream after seeing Shah Rukh Khan in the advertisement," he said. "The cream, which claimed that 'having fair skin means being handsome,' was sold to me."

Moreover, the advertisement claimed that 'fair skin can be achieved in just three weeks.

In 2015, a consumer court fined the company for misleading advertising, but the company appealed against it, and the decision was turned in its favour.

However, Nikhil did not give up, and finally, the Central Delhi District Consumer Dispute Redressal Commission, having now upheld his complaint, fined the company INR1,500,000 and requested the court to regulate the company to not include such misleading claims and incomplete instructions on the cream's packet.

The company also argued that achieving the desired results depends on other aspects as well, such as proper diet, exercise, healthy habits, and maintaining cleanliness and hygiene.

However, the commission ordered the company, to eliminate such labels from the market, bearing incomplete or misleading information.