ASCI report reveals Mamaearth parent Honasa Consumer as top violator of advertising standards

The Advertising Standards Council of India (ASCI) has released its latest Annual Complaints Report (2023), revealing that Mamaearth’s parent company, Honasa Consumer, had the highest number of advertising violations.

According to the ad industry body, Honasa Consumer was found to be the biggest violator, with 187 ads processed across its various brands and product ranges. The DermaCo range of products led with 14 violating ads, followed by the Mamaearth range with 10, and Aqualogica with 6 violations.

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Another brand, Renee Cosmetics, had a total of 79 ads processed, while Nykaa-owned Dot & Key had 59 ads scrutinized. Pureplay Skin Sciences also faced scrutiny, with 23 ads processed for its major brands, including BodyLovin body mists, lipsticks, serums, and shampoo.

Following Honasa Consumer, the betting apps WinDaddy and Fun88 were found to have 98 ads processed for each, indicating potential violations. Patanjali Ayurved was another significant violator, with a total of 26 ads processed.

Other well-known brands that violated ASCI codes included dairy brand Parag Milk with 30 ads, women’s fashion retailing platform Urbanic’s parent Maysquare Lifestyle (93 ads), Bright Lifecare which owns MuscleBlaze, HK Vitals and HealthKart (65 ads), Physics Wallah (17 ads), and Digital Age Retail (FirstCry) with 36 ads.

The report noted that 85% of the ads scrutinized by ASCI appeared on digital media, with 91% of ads violating celebrity guidelines and 99% violating influencer guidelines. Under Influencer violations, the top five categories were personal care, fashion and lifestyle, food and beverage, edutech, and baby care.