Fri Dec 13 22:24:46 UTC 2024: ## Emami Ordered to Pay Rs 15 Lakh for Misleading Fair and Handsome Ad
**New Delhi, India** – After an 11-year legal battle, Emami Limited has been ordered to pay Rs 15 lakh in damages for misleading advertising of its Fair and Handsome cream. A Delhi consumer commission ruled that the company’s claims, prominently featuring Bollywood star Shah Rukh Khan, were deceptive.
Nikhil Jain, a 35-year-old banker, initiated the case in 2013 after using the cream for three weeks without seeing any change in his skin tone, despite following the instructions on the packaging. Jain argued that the advertisement, promising fairness in three weeks, was misleading, as it failed to mention the importance of factors such as diet and exercise.
The commission agreed, stating that the instructions on the packaging were incomplete and that a reasonable consumer would assume the cream alone would deliver the promised results. Emami’s arguments that their product was scientifically backed and that other lifestyle factors influenced results were rejected.
This is the second time Emami has been fined in this case; a previous 2015 ruling was overturned on appeal. The Rs 15 lakh fine consists of Rs 14.5 lakh to the Delhi State Consumer Welfare Fund and Rs 50,000 in compensation to Jain, plus litigation costs.
Jain expressed relief, stating the case highlighted the pressure society faces to conform to certain beauty standards perpetuated by misleading advertisements. His brother, advocate Paras Jain, noted the mental toll the protracted legal battle took on Nikhil. An earlier attempt to cross-examine Shah Rukh Khan, the brand ambassador, was unsuccessful.
The ruling underscores the importance of accurate advertising in the cosmetics industry and serves as a cautionary tale for companies making unsubstantiated claims. Experts recommend consumers prioritize dermatologist-approved skincare practices rather than relying on misleading marketing campaigns.
First Piper 