In a significant legal development, the Madras High Court has issued a temporary injunction against Shaadi.com, preventing the website from broadcasting its widely promoted advertisement. The ad, which claims that users can find a bride or groom within 30 days and offers a money-back guarantee on user fees, was deemed misleading and in violation of advertising regulations.

The injunction came after Matrimony.com, the operator of Bharatmatrimony.com, filed an application seeking to restrain People Interactive (I), the company behind Shaadi.com, from airing the advertisement. Matrimony.com argued that Shaadi.com’s claims were deceptive and aimed at misleading consumers.

Justice RMT Teekaa Raman, who heard the case, observed that the advertisement violated the Code for Self-regulation of Advertising Content in India, as well as the Cable Television Networks Rules, 1994. The court ruled that Shaadi.com’s ad made false assertions that could mislead the public, particularly the claim of guaranteeing a bride or groom within 30 days.

The advertisement prominently featured a bold promise that users could find a match within 30 days, accompanied by a money-back guarantee if they failed to do so. However, in small print, the actual terms were revealed: the refund offer applied only if the user had sent at least ten interests to other members without receiving a single acceptance in the first 30 days of becoming a premium member. The judge pointed out that this was not clearly conveyed in the advertisement, and the bold claims could lead to a misunderstanding of the service’s actual offer.

Justice Raman found that the advertisement, with its exaggerated claims, misrepresented the service’s true nature and could potentially mislead consumers into believing they would easily find a match within a short period. The court’s ruling emphasized that such deceptive advertising practices could have far-reaching consequences, as they not only violated advertising standards but also posed risks to the public.

The court granted an ad interim injunction, ordering Shaadi.com to immediately cease airing the advertisement until the case is fully heard. The judge acknowledged that a prima facie case had been made out by Matrimony.com, indicating that the claims made by Shaadi.com were misleading and could have serious implications for consumer trust.

Matrimony.com’s legal team argued that Shaadi.com’s advertisement was designed to deceive potential customers into paying for services based on unrealistic expectations. They claimed that Shaadi.com had intentionally employed deceptive tactics to promote its services across various media channels, including television and online platforms.

On the other hand, Shaadi.com contested the lawsuit, asserting that the legal action was merely a business rivalry tactic aimed at damaging its reputation and gaining a competitive edge. Shaadi.com denied the allegations of false advertising, claiming that the advertisement was based on a genuine offering and that the terms and conditions were clearly stated.

Despite Shaadi.com’s defense, the court found that the advertisement did not adequately communicate the true nature of the money-back guarantee, and that the offer could lead consumers to form unrealistic expectations about the platform’s effectiveness. The judge further stated that the ad’s bold claims were in contravention of advertising standards, and the public interest required immediate action to prevent harm.

The ruling has sparked discussions on the ethical standards of advertising in India, particularly in the digital and matrimonial services sector. Shaadi.com, one of India’s leading matrimonial platforms, is known for its extensive reach and strong brand presence. However, this ruling puts a spotlight on the importance of transparency in advertising and the need for companies to avoid exaggerating claims in a way that could mislead consumers.

The interim injunction also serves as a reminder to other businesses in the online space about the importance of adhering to advertising guidelines and ensuring that all claims made in ads are truthful and substantiated. With online advertising becoming an increasingly powerful tool for companies to attract customers, the need for strict regulation of advertising content has never been more critical.

This case also highlights the growing competition in the matrimonial services industry, where platforms like Shaadi.com and Bharatmatrimony.com vie for dominance. As businesses in this space continue to expand their reach and influence, it will be essential for them to maintain ethical advertising practices to build consumer trust and protect their reputations.

The legal battle between Shaadi.com and Matrimony.com is likely to continue, and the final outcome will set an important precedent for the regulation of online advertisements in India. For now, the court’s decision has put a temporary halt to the airing of Shaadi.com’s controversial ad, sending a clear message about the importance of truthfulness in advertising.

This ruling could have broader implications for the advertising industry, particularly in sectors where claims of guaranteed results or services are made. It reinforces the need for businesses to be transparent and honest in their marketing efforts to avoid legal challenges and maintain consumer confidence.

As the case progresses, industry observers will be keen to see how Shaadi.com responds and whether it will amend its advertising practices to comply with the court’s ruling. In the meantime, the injunction remains in place, and Shaadi.com is prohibited from broadcasting the contested advertisement.

Author: Ayush Jaiswal