Man Applied Fair And Handsome For 3 Weeks With No Result; Emami Fined ₹15 Lakh For Misleading Ads
A Delhi consumer court has decisively ruled against Emami Limited, imposing a significant fine of Rs 15 lakh for deceptive advertising of its “Fair and Handsome” men’s skin cream.
The court determined that Emami’s packaging, labeling, and television advertisements falsely promised consumers visibly lighter skin within three weeks. It observed that the product packaging created a misleading impression of achieving rapid skin lightening.
The bench president, Inder Jeet Singh, and member Rashmi Bansal directed the company to withdraw its misleading advertisements within 45 days. The Rs 14.5 lakh to be paid to the Delhi State Consumer Welfare Fund and Rs 50,000 as compensation to the complainant, Nikhil Jain. The petitioner had earlier bought a Rs 79 cream and used it in accordance with the instructions. He had sought punitive damages of Rs 19.9 lakhs and corrective advertisement and cover for his litigation. Meanwhile, Emami has been instructed to cover the victim’s cost for litigation with Rs 10,000.
Consumer forum orders Emami’s Fair & Handsome to withdraw misleading ads, pay ₹15 lakh damages
Read details: pic.twitter.com/H59LWwsldM
— Bar and Bench (@barandbench) December 10, 2024
The court ruled that Emami’s packaging, labelling and television advertisements had falsely promised consumers “fair skin” within three weeks of using the product.
Read more here: pic.twitter.com/QaNKUS73Jf
— Scroll.in (@scroll_in) December 9, 2024
The Delhi Consumer Commission has fined Emami ₹15 lakh for misleading advertising of its ‘Fair and Handsome’ cream, citing deceptive claims about achieving fairness within three weeks. The ruling emphasizes the importance of truthful marketing practices, urging brands to… pic.twitter.com/t6lwuTtVd4
— Social Samosa (@Social_Samosa) December 11, 2024
This is not the first time Emami has faced legal challenges for similar claims. A previous 2015 ruling was set aside after an appeal. The complainant argued that despite following product instructions, the promised skin lightening did not occur. In the Fair & Handsome case, the consumer court explicitly rejected Emami’s claims of scientific testing and age-specific product targeting, noting that such restrictions were not prominently displayed in advertisements or packaging.
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