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In a landmark ruling, the Central Delhi District Consumer Dispute Redressal Commission has ordered Emami Ltd. to pay ₹15 lakhs for misleading advertising of its popular fairness cream, Fair and Handsome. The judgement, issued on December 9, 2024, also compensates Nikhil Jain, the complainant, with ₹50,000 for emotional distress and ₹10,000 for legal fees.
Nikhil Jain’s decade-long legal battle began in 2013 after purchasing the fairness cream based on promises of visible results in three weeks. Despite adhering to the product’s usage instructions, Jain saw no change and accused Emami of fostering false expectations through misleading advertisements.
The forum, led by President Inder Jeet Singh and member Rashmi Bansal, scrutinized the product’s claims, finding them “baseless and exploitative.” The ruling emphasized that fairness products should not exploit cultural aspirations by offering unattainable results.
The commission directed ₹14.5 lakh of the penalty to the Delhi State Consumer Welfare Fund, highlighting the broader consumer impact of such advertising tactics. The ruling also spotlighted the lack of credible evidence supporting Emami’s claims and criticized the inadequate usage instructions on the product’s packaging.
This decision marks a significant moment for consumer rights and the personal care industry. It underscores the need for transparent, evidence-backed advertising in a sector long scrutinized for perpetuating beauty myths.
With increasing consumer awareness and legal actions, brands in the fairness product market face mounting pressure to align their strategies with ethical advertising standards. As the Consumer Forum ordered Emami Ltd. to Pay ₹15 Lakhs for Misleading Advertising, this case sets a precedent for holding brands accountable, signalling a shift towards greater transparency and fairness in India’s cosmetics industry.
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