Emami Fined for Misleading Ads on Fair and Handsome Cream

A Delhi consumer court has directed Emami Limited to pay ₹15 lakh in damages for misleading advertisements and unfair trade practices related to its popular Fair and Handsome men’s cream. The court found the brand guilty of falsely claiming that its product would deliver fairer skin within three weeks, as promoted in its packaging, labeling,and TV commercials.

The judgment highlighted that the product created a false impression by implying consumers could achieve visibly lighter skin by following instructions provided on the packaging. The cream’s visuals and text promised “faster glowing fairness” for men, recommending twice-daily application to the face and neck for optimal results.

Compensation Details:

• ₹14.5 lakh to the Delhi State Consumer Welfare Fund.
• ₹50,000 to complainant Nikhil Jain, who filed the case in 2013.
• ₹10,000 to cover Jain’s litigation costs.

This ruling follows a 2015 decision, where Emami was initially fined ₹15 lakh for the same case, though that verdict was overturned on appeal. The case was remanded for a fresh hearing, culminating in Monday’s decision.

Key Observations:
The court rejected Emami's claims that the product was scientifically tested for men aged 16–35, noting these restrictions were not disclosed on the product’s packaging or ads. The court also criticised the use of celebrity endorsements to create unrealistic expectations.

In addition to the fine, Emami was ordered to:

• Withdraw misleading advertisements.
• Cease using deceptive branding.
  The company has 45 days to comply with the order.