Emami Fined Rs 15 Lakh for Misleading Fair and Handsome Advertisements

Emami has been ordered by a Delhi consumer court to pay Rs 15 lakh as damages on Monday for misleading advertisements and unfair trade practices in their Fair and Handsome cream for men. Even the Court found that the packaging, labeling, and TV advertisements falsely claimed that it would give fair skin within three weeks.

The court also noted that the product gave consumers the impression that visibly lighter skin could be achieved by following the instructions on the packaging. It highlighted that the product’s packaging and labeling, featuring visuals of a man and accompanied by text, conveyed a promise of fairer skin for men. The instructions on the packaging recommended applying the cream evenly to the face and neck twice daily after cleansing to get “faster glowing fairness.” 

According to the judgement, the court ordered Emami Limited to deposit an amount of Rs 14.5 lakh to the Delhi State Consumer Welfare Fund and pay a sum of Rs 50,000 toward the complainant, Nikhil Jain, who filed the case in 2013. Further, the company is directed to pay an amount of Rs. 10,000 in favour of Jain for litigation expenses.

In the same case, for the second time, Emami has been fined. In 2015, the consumer court had previously ruled in favour of complainant Nikhil Jain, imposing a penalty of Rs 15 lakh on Emami for making misleading claims about its men's radiance cream. However, the order was later overturned on appeal.

The matter was referred back for fresh hearings which resulted in the ruling recently made. Jain argued that his complexion was not fair, despite using the product as prescribed by the advertisements and the packaging. He claimed that Emami misled consumers by misleading celebrity recommendations which created false hopes.

Thus, the court rejected the defense offered by Emami that the product had been scientifically tested and intended for men aged 16 to 35. Such limitations were however not mentioned on the product package or in its advertisements.

Also, the court ordered Emami to withdraw misleading advertisements and avoid using deceiving branding features on their products. The company was given 45 days within which to comply with the order.