Amazon Seller Services Private Limited - Amazon India

Recommendation: Not Upheld | Medium: Government Body

The Consumer Complaints Council (CCC) viewed the TVC and considered the advertiser’s response. In response to the advertiser’s argument that the ASCI nor the ASCI Code having any legal application to decide whether Amazon’s advertisement is misleading, the CCC opined that all the advertisements which are released on television have to comply with the Cable Television Networks Rules, 1994 and the ASCI Code is appended to the Cable Television Networks Rules, 1994, Programme and advertising codes prescribed under the said rules. The Code applies to advertisements read, heard, or viewed in India even if they are originated or are published overseas, as long as they are directed to consumers in India or are exposed to a significant number of consumers in India. Referring to the claim objected to, the CCC discussed that the advertiser is a company incorporated under the Indian laws and is a marketplace for buyers and sellers wherein not only Indian products are sold, but international products are also marketed. The advertisement depicted that various Indian workers, distributors, delivery partners are involved in one way or another with the Company. The final frame of the advertisement presents that the advertiser’s company is India’s shop, made from/ by India. The CCC noted that the voice over says, ..... Is naye safar mein humse judaay lakhon sellers kaarigars aur delivery partners sab saath hain.......” Advertiser have claimed “India se bani” on the basis that there are lakhs of Indian sellers, workers, distributors, delivery partners working along with the company and the claim is to be perceived in the same context. The advertisement reflects on the Indian amazon brand as projected in the last frame. The claim, “India se bani, India ki apni dukan” is interpreted keeping in view the Indian ecosystem of delivery boys, artisans and not the products sold. Based on these observations, the CCC concluded that the claim, “India se bani, India ki apni dukan” is not objectionable and hence not in contravention of Chapter I of the ASCI Code. This complaint was NOT UPHELD by majority.