In a move aimed at protecting consumers from misleading advertising, India’s Central Consumer Protection Authority (CCPA) has imposed penalties on three skincare brands for falsely claiming that their lotions could lighten or whiten skin.
The three companies, including Mars Consumer Products Private Limited, were fined after failing to provide scientific evidence supporting their advertised fairness claims. The regulatory body took action by imposing a fine of INR 3 Lakh on Mars Consumer Products Private Limited for its Veet Nikhaar Lotion. The CCPA noted the misleading claims made in the advertisement, which includes phrases like ‘visibly brighter skin’ and ‘removes tan and gives glowing skin’, were not only unsubstantiated but also promoted toxic beauty standards.
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Additionally, these companies have been directed to discontinue these misleading advertisements immediately and have been cautioned of INR 50 lakh fine for a repeat offence. The CCPA emphasised that these advertisements perpetuate negative stereotypes that could harm consumers’ self-esteem, particularly among young people
Read the official CCPA order here.
Over the years, several consumer rights activists and dermatologists have raised concerns over the marketing of fairness products, pointing out that such claims are often scientifically baseless and culturally harmful. The CCPA’s recent action is being seen as a significant step towards ensuring accountability and promoting responsible advertising in India.
