FMCG Giant Agrees to Modify Sunscreen Ad Following Delhi HC Intervention
An FMCG major has agreed to revise its sunscreen advertisement following a recent Delhi High Court hearing, after competitor Emami challenged the campaign’s claims regarding sun protection efficacy. The case underscores the growing regulatory and peer scrutiny around advertising practices in India’s competitive personal care segment.
Emami, the Kolkata-based consumer goods company known for its BoroPlus brand, lodged the complaint citing misleading comparisons made by the rival brand in its sunscreen ad. The advertisement reportedly suggested superior protection against sun exposure, potentially disparaging Emami’s own range of SPF 30 products. The brand in question had claimed that its sunscreen offered “two times better protection” than other SPF 30 products, a comparison made without directly naming Emami but clearly referencing general market offerings.
Following the court’s observations, the respondent brand agreed to tweak the advertisement to eliminate any potentially misleading or disparaging claims. The Delhi High Court’s interim order acknowledged the competitor’s concerns and stressed the importance of fair competition and advertising transparency. The amendment to the ad will ensure that no implicit comparisons are made between the brand’s SPF 50 product and other SPF 30 variants in the market.
This development marks yet another example of rising industry vigilance on comparative advertising, especially within the high-stakes skincare and cosmetic subcategory of FMCG. The sunscreen market in India has witnessed rapid growth, driven by increasing consumer awareness and an expanding middle class. With SPF products playing a significant role in brand portfolios, companies are now more sensitive to marketing narratives that may infringe upon brand equity or mislead consumers.
As legal and consumer scrutiny intensifies, FMCG marketers are being urged to maintain rigorous substantiation for comparative claims. Misleading or unqualified comparisons may not only result in legal injunctions but also impact brand trust and market positioning.
With the summer season underway and sun care demand peaking, industry observers note that transparent, evidence-based marketing will remain key to sustaining competitive advantage in India’s vibrant personal care market.