MISLEADING ADVERTISEMENT: Zepto’s marketing tactics rattle faith in quick commerce promises
Zepto’s Misleading Farm-to-Door Claims: A Legal Perspective
Zepto’s “farm-to-door” claims may be misleading shoppers Zepto’s “farm-to-door” claims may be misleading shoppers
In an era where consumers increasingly value transparency and authenticity, misleading advertising practices deserve intense scrutiny. Recently, a concerning case of potential false advertising by quick commerce platform Zepto has come to light in Lucknow.
The Deceptive Marketing Tactic
Zepto's marketing postcards, distributed across Lucknow, prominently feature claims that their produce is "handpicked with love, straight from the farms!" and promise "fresh fruits & vegetables delivered in 10 minutes*". The postcards include a QR code that, when scanned, displays videos of farmers supposedly supplying Zepto—farmers who appear to be from entirely different states.
Our investigation reveals a troubling disconnect: despite these farm-direct claims, Zepto's actual operations in Lucknow appear to source produce from the same local vegetable vendors as other retailers. This discrepancy raises serious questions about the truthfulness of their marketing claims and potentially violates multiple provisions of Indian law.
Legal Framework Against Misleading Advertisements in India
Consumer Protection Act, 2019
The most comprehensive legislation addressing false advertising is the Consumer Protection Act, 2019, which specifically addresses misleading advertisements:
- **Section 2(28)** defines "misleading advertisement" as any advertisement that falsely describes a product
- or service, or gives a false guarantee likely to mislead consumers
- **Section 21** prohibits false or misleading advertisements
- **Section 89** imposes penalties up to ₹10 lakhs for first-time offenders and up to ₹50 lakhs for
- subsequent violations
Quick Commerce Controversy: Zepto’s Questionable Farm-Fresh Advertising Quick Commerce Controversy: Zepto’s Questionable Farm-Fresh Advertising
The Consumer Protection (E-Commerce) Rules, 2020
- **Rule 7(2)** specifically prohibits e-commerce entities from misrepresenting the quality or features of
- any product
. Postcards from Nowhere: The Truth About Zepto’s Farmer Marketing . Postcards from Nowhere: The Truth About Zepto’s Farmer Marketing
Indian Penal Code (IPC) Multiple sections of the IPC can apply to false advertising:
- **Section 415** (Cheating) - Using deception to fraudulently induce a person to deliver property
- **Section 419** (Punishment for cheating by personation)
- **Section 420** (Cheating and dishonestly inducing delivery of property) - Punishable with imprisonment
- up to 7 years
Legal Metrology Act, 2009
- **Section 36(1)** prohibits false or misleading packaging and labeling
Competition Act, 2002
- **Section 3** prohibits anti-competitive agreements
- **Section 4** addresses abuse of dominant position, including through unfair trade practices
Advertising Standards Council of India (ASCI) Guidelines Though not legally binding, the ASCI Code's Chapter I.1 states: "Advertisements must be truthful. All descriptions, claims and comparisons which relate to matters of objectively ascertainable fact should be capable of substantiation."
Zepto’s postcards use false promises to lure customers Zepto’s postcards use false promises to lure customers
Potential Legal Consequences
If Zepto's advertising claims regarding farm-direct sourcing are indeed false, they could face:
- **Consumer Protection Penalties**: Fines up to ₹50 lakhs under the Consumer Protection Act
- **Criminal Charges**: Potential prosecution under IPC sections related to cheating and fraud
- **Class Action Lawsuits**: Affected consumers may file class action suits under the Consumer Protection
- Act
- **Regulatory Action**: Intervention by the Central Consumer Protection Authority (CCPA)
- **Reputational Damage**: Loss of consumer trust and market position
A Call for Accountability If quick commerce platforms like Zepto wish to build sustainable businesses, they must start with honest advertising. Claims about sourcing should be verifiable and authentic. As consumers, we deserve better than marketing that exploits our values around supporting farmers and eating fresh, local produce.
The regulatory authorities must investigate these potentially deceptive claims and hold companies accountable for their marketing statements. Meanwhile, consumers should remain vigilant and demand evidence for farm-to-door claims.
Zepto’s marketing tactics rattle faith in quick commerce promises Zepto’s marketing tactics rattle faith in quick commerce promises
- Note: This blog post represents an opinion based on specific observations and legal research. Zepto is
- entitled to present its defense against these allegations.*
The Original copy of Promotional postcard by Quickcommerce like Zepto
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About Sheevum Goel 🚀 Brand'e'prenuer | Innovating Brands | Empowering FMCG Entrepreneurs | Championing Akhand Bharat Dynamic and…simple.bio