The Central Consumer Protection Authority (CCPA) has penalised three lotion manufacturers for falsely advertising instant skin whitening effects. These companies admitted that the claims were exaggerated marketing tactics used to boost visibility on e-commerce platforms.

Key Highlights

False whitening claims busted

• Three companies claimed their lotions could whiten skin “within minutes.”

• The CCPA found these advertisements to be misleading and unsupported by scientific evidence.

No proof or scientific validation provided

• The Bureau of Indian Standards (BIS) confirmed that the companies failed to provide clinical or lab-based proof backing their claims.

• All advertisements have now been withdrawn from online platforms following the CCPA’s intervention.

Fines and strict warnings issued

• Fines have been imposed on the companies for unverified claims.

• The CCPA has warned of penalties up to ₹50 lakh for repeated offences.

Ignorance of advertising laws cited
Interestingly, all four companies involved claimed they were unaware of the laws regarding misleading advertisements under the Consumer Protection Act.

The CCPA’s action signals a strong stance against misleading product promotions, especially those targeting consumer insecurities like skin tone. Retailers and brands have been advised to ensure their product claims are scientifically backed and legally compliant, or face stringent penalties.