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The Consumer Forum has levied a fine of ₹15 lakhs on Imami, the manufacturer of 'Fair and Handsome' cream, due to misleading advertising.

This penalty was imposed following a complaint from a customer who was dissatisfied with the product's claims. The customer expressed frustration over not achieving the promised fairness within three weeks of using the cream.

The forum ordered Imami to compensate the complainant with ₹50,000 and to deposit ₹14.5 lakhs into the Delhi Consumer Welfare Fund. Additionally, Imami was instructed to pay ₹10,000 to the complainant for legal expenses. The forum concluded that the claims made by Imami regarding their cream were misleading and not substantiated by the advertisements.

Nikhil Jain, a resident of Delhi, filed the complaint against Imami in February 2013. He alleged that he purchased the Fair and Handsome cream for ₹79 in October, based on the company's assertion that regular use would lead to a lighter skin tone within three weeks.

Jain stated that the product packaging advised applying the cream twice daily for optimal results. However, he claimed that despite following these instructions, he did not see any satisfactory results within the promised timeframe. Jain argued that the misleading claims violated consumer protection laws.

He noted that similar assertions were made not only on the product packaging but also on the company's website and television advertisements. After receiving no response to his emails to Imami regarding his concerns, Jain decided to take legal action.

In response, Imami contested Jain's claims, asserting that he could not prove he purchased the cream, as the receipt lacked a serial number. The company's lawyer argued that the effectiveness of any cream depends on various factors.

Imami emphasized that proper usage, along with a nutritious diet, exercise, and healthy habits, are essential for achieving desired results. They also claimed that Jain did not provide evidence of consistent use of the cream or any improvements in his skin condition.

After reviewing the case, the Consumer Forum delivered its verdict on December 9, 2024. The forum noted that Imami's packaging and labeling suggested that regular use of the cream would result in lighter skin, despite the incomplete instructions provided.

The forum concluded that if a consumer fails to follow additional guidelines, they would not achieve the promised results. It stated that a reasonable person would assume that using the cream for three weeks would lead to lighter skin, labeling this as misleading advertising and unfair conduct.

Consequently, the forum imposed a fine of ₹15 lakhs on Imami for false advertising, directing ₹14.5 lakhs to be allocated to the Delhi Consumer Welfare Fund and ₹50,000 to be paid to Jain. The payment must be made within 45 days, along with an additional ₹10,000 to cover Jain's legal costs.