JUNE – 20 Tall talk

  • Posted by CERC India
  • Posted in

Luxxuberance – Misleading by exaggeration

The numbers gametall talk

‘India’s first multi-brand handbag and accessories store’ claimed the print advt of Luxxuberance. We were amused by this self-proclamation by the store. We wanted the advertiser to substantiate this claim with independent data. We complained about the advt to ASCI.

The advertiser opted for an informal resolution (IR) of the complaint by withdrawing the advt. However, they did not provide the necessary undertaking required for IR within the given timelines. Also, the advertiser did not submit any evidence of due diligence done to arrive at the claim nor any list of other prominent multi-brand handbag and accessories stores in the country to prove it was ‘India’s first’. ASCI concluded that the claim was not substantiated with any verifiable comparative nationwide data. It found the claim misleading by exaggeration. The advertiser agreed to withdraw the advt.

Absence of data

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