ASCI upheld complaints against 62 out of 97 ads in Dec

MUMBAI: In December 2014, the Advertising Standard Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld complaints against 62 out of 97 advertisements.

Out of 62 advertisements against which complaints were upheld, 40 belonged to personal and healthcare category, followed by the education category with 11 advertisements.

The CCC found the following claims in health and personal care product or service advertisements of 40 advertisers to be either misleading or false or not adequately/scientifically substantiated and hence violating ASCI’s Code. Some of the health care products or services advertisements also contravened provisions of the Drug & Magic Remedies Act and Chapter 1.1 and III.4 of the ASCI Code.

Complaints were upheld against Procter & Gamble Home Products (Pantene Total Damage Care Shampoo & Conditioner) as the advertisement of Pantene Total Damage Care Shampoo & Conditioner claims that 3,50,00,000 women got the proof of Pantene’s Split-end protection. The figure of repeat usage of 3,50,00,000 users substantiated by the survey does not prove that the users actually got the proof of Pantene’s split-end reduction.

Similarly, the ad of Super Height claims to be the best medicine, which increases height speedily, with two times faster results than usual. They claim to be an ayurvedic medicine made completely of herbs, to increase one’s height by up to five inches in three months, with full money refunded if no benefits are found. It also claims to be the “World’s No.1 product which increases height with speed now in India after Japan, China, America and Russia.”   

General Mills India (Pillsbury Fridge Cheesecake) advertisement of Pillsbury Fridge Cheesecake disparages a healthy diet of vegetable salads as the advertisement states “sada hua salad.”

In the education category, CCC found following claims in the advertisements by 11 different advertisers were not   substantiated and, thus, violated ASCI guidelines for advertising of educational institutions. For instance, the advertisement of Career Launcher claimed “No.1 CAT test series program,” “Closest to CAT Test series - on the new CAT pattern,” “Best rated test series by students,” “True percentile predictor enabled test series,” “CL was also the only player to predict accurately the change in pattern and the even the likely dates!”, were not substantiated.

Advertisements of news channels also caught CCC eye. TV18 Broadcast (CNN-IBN) ad depicts a see-saw, which has CNN-IBN at one side shown with a big number 1, out weighing all the other channels depicted with numbers 2, 3, 4 and 5 on the other side of the see-saw. The CCC concluded that the negative portrayal of image of other channels is misleading by implication and disparaging to other competitor channels. Also, the advertisement claims that News X is India’s No.1 English News Channel. The source and date of the research / assessment for the claim was not indicated in the ad.


Latest Reads
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories