Emami 7 Oils-in-One claims not misleading, affirms ASCI

In an encouraging move to both consumers and brands, the Advertising Standards Council of India (ASCI) has affirmed the soundness of the claims of Emami 7 Oils-in-One Damage Control Hair Oil of providing ‘Upto 20x stronger hair’ and ‘Upto 96% less hair fall’.

The affirmation of ASCI on the soundness of the product comes in the wake of complaint received by them on the above claims being made by the brand, which was dismissed by the regulatory body.

To substantiate its claims, Emami had submitted detailed response along with clinical trial reports done at a renowned International Laboratory in USA, which proved that there was up to 96 per cent reduction in hair fibre breakage for ‘damaged Indian black hair’ treated with single application of Emami 7 Oils in One vis-a vis untreated hair of similar origin. Emami also shared instrumental studies conducted at IIT Mumbai to validate the product’s efficacy in terms of hair fibre smoothness and its thickness.

Based on these, the Consumer Complaint Council (CCC) of ASCI concluded that both the claims of “Upto 20X Stronger Hair” and “Upto 96% Less Hair Fall” have been duly substantiated and do not mislead consumers. ASCI’s decision reaffirms the sound testimonials of ‘Emami 7 Oils in One Damage Control Hair Oil’.

Emami 7 Oils in One damage control hair oil has been designed by leading international hair trichologist and the Research & Innovation Team of Emami with a combination of vegetable oils, mineral oils, omega fatty acids, vitamins and hair beneficial seven herbal aushad complex.

ASCI is a self–regulatory organisation, which believes in sensitising advertisers about “Responsible Advertising” and persuade them to ensure compliance to the ASCI Code of Self-Regulation in case of any misleading ads featuring false claims.