JOURNALISM ASSIGNMENT

NAME- DISHA PAREEK

ROLL NUMBER B047
DATE- 13/04/24

The misleading advertisement of Fair and Lovely, a popular fairness cream in India, has
been a subject of controversy and debate for many years. The brand name itself
implies that only fair skin is beautiful, perpetuating the harmful stereotype that fair skin
is superior to darker skin tones. The advertisements over the years have reinforced this
message, suggesting that fair skin can lead to better job opportunities, marriage
prospects, and social acceptance.

One such advertisement shows a group of dancers auditioning for a performance, and
the director selects the light-skinned girl for the center position, while the dark-skinned
girl is relegated to the side. The disappointed girl attributes her rejection to her
complexion, saying that it is as dark as a moonless night. This advertisement is from
2017, indicating that the tone-deaf advertising of fairness creams is still prevalent.

Moreover, the advertisements often use celebrities to endorse their products, making
false claims and promises about the benefits of using the cream. For instance, Emami's
Fair and Handsome cream, endorsed by Shah Rukh Khan, claims to be the world's
no.1 fairness cream for men. However, a district consumer court in Delhi recently ruled
that the advertisements are misleading and directed Emami to pay Rs 15 lakh as
compensation to a consumer who filed a complaint against the company.

The consumer court found that Emami had made false claims and promises about the
benefits of using the cream, and had used Shah Rukh Khan's popularity to promote the
product. The court held that the advertisements were misleading and directed Emami
to discontinue the unfair trade practice.

The misleading advertisement of fairness creams like Fair and Lovely is not only
harmful but also unethical. It reinforces the harmful stereotype that fair skin is superior
to darker skin tones, and makes false claims and promises about the benefits of using
the cream. Consumers must be aware of such misleading advertisements and make
informed choices while purchasing such products.

Citations:
[1] https://youtu.be/fSQgCy_iIcc?feature=shared
[2]
https://www.thelegalvidya.in/misleading-advertisements-under-consumer-protection-a
ct-in-india
[3]
https://economictimes.indiatimes.com/industry/services/advertising/fair-and-handsom
e-ad-does-not-disparage-fair-lovely-rules-hc/articleshow/68718251.cms
[4]
https://www.thehindu.com/life-and-style/whats-in-a-word-you-ask/article31932428.ec
e
[5] https://factly.in/consumer-forum-in-delhi-rules-fair-and-handsome-ads-misleading/