BlueTyga's 'India's 1st Sunscreen Jacket' and Milind Soman ad upheld by ASCI

A YouTube short for the Blue Tyga Sunscreen Jacket made three claims: "98% UVA UVB protection", "It blocks more than 98% of UVA and UVB rays", and "India's 1st Sunscreen Jacket", with actor and athlete Milind Soman featured as endorser.

ASCI went to technical experts on the UV claims. BlueTyga supplied laboratory test reports covering the fabric fresh, after repeated washing, and wet, plus multiple product variants. On that evidence, the 98% UVA/UVB claims were substantiated and the Council did not uphold them.

But the "India's 1st Sunscreen Jacket" claim rested on Amazon listing dates for a handful of brands, one Shopify listing, an invoice and sales data. ASCI found the submission did not cover all UPF 50+ sunscreen-jacket brands in India, did not establish availability across other platforms or retail channels, and carried no source or date in the ad. The superlative was held misleading by exaggeration, breaching Chapter I clauses 1.1, 1.2 and 1.4.

The Milind Soman endorsement was upheld too: the endorsement agreement had no clause confirming the celebrity did due diligence that the claims could be substantiated, breaching clauses (c) and (d) of the ASCI Guidelines for Celebrities in Advertising. The ad was ordered to be modified.