An international animal protection charity has launched a tip line in India, which it is urging the public to call to report cases of illegal cosmetic testing on animals.

The tip line is part of Humane Society International’s (HSI) BeCrueltyFree campaign, which aims to globally eradicate animal testing for cosmetics. Although India introduced a nationwide ban last year, HSI believes that many companies may not be fully aware of the change in legislation and that illegal cosmetics testing on animals may be going unnoticed.

HSI India is encouraging callers to report suspected illegal activities by calling the tip line on +91 767-492-2044. The charity is offering Rs 25,000 (US$400) reward for information leading to prosecution and conviction.

Alokparna Sengupta, HSI/India’s BeCrueltyFree Campaign Manager, said, “We are proud to launch our first national tip line to combat illegal animal testing for cosmetics and help the Ministry of Health and Family Welfare and the Drug Controller General implement India’s historic ban.

“Testing cosmetics on animals has been outlawed because it is cruel and unnecessary, so we encourage anyone who has any information on any sort of animal testing for cosmetics taking place in any part of India to call us.”

The Be Cruelty-Free campaign is part of Humane Society International’s consumer, legislative, corporate and scientific initiative to end animal testing of cosmetics worldwide. Be Cruelty-Free has launched in Australia, Brazil, Canada, Europe, India, New Zealand, South Korea and Russia, and in the United States the campaign is spearheaded by HSI’s sister organisation, The Humane Society of the United States.

India’s ban on animal testing not only makes it illegal to perform cosmetics testing on animals, but it is also illegal t import cosmetics which have been tested on animals outside of India on or after 12 November, 2014.