MAM

ASCI upheld complaints against 68 out of 108 ads

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2014/06/03/asci.jpg?itok=PvhA4qkv

MUMBAI: In March 2014, Advertising Standards Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld complaints against 68 out of 108 advertisements. Advertisements in personal and healthcare sector category again emerged as the category which accounted for a majority of advertisements against which complaints were upheld.

The CCC found the claims in health and personal care product or service ads of 44 advertisers, released in the press 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 ads also contravened provisions of the Drug & Magic Remedies Act. Complaints against the ads like Hindustan Unilever’s Vaseline Healthy White Lotion showing exaggerated claims of ‘instant whitening’ on skin, Zydus Wellness claims that Everyuth Fairness Peel off to be India’s first intelligent delivering whitening technology that targets melanocytes to give unmatched fairness were upheld.

Other complaints included Wipro (Glucovita Bolts) claims that Glucovita has iron and glucose which gives energy to the body and brain in 10 seconds. Hamdard Laboratories India product claims to be a herbal vitalizer for men.

As for the education category, the CCC found claims in print ads by 14 different advertisers that were not substantiated and thus, violated ASCI guidelines for advertising of educational institutions and hence the complaints against these ads were upheld.

For instance, DAV Institute of Engineering & Technology claims that it has ‘100 per cent placement track record of eligible students with highest offered pay package of Rs 5.65 lakh per annum, fourth top engineering college in Punjab as per CSR-GHRDC survey, 34th rank amongst private colleges of the country as rated by electronics for You magazine, 39th rank in top engineering colleges of excellence in India as per CSR-GHRDC survey and 66th rank in top engineering college of India as per Data Quest magazine.   

In the food & beverage category, Cadbury India’s 5 star advertisement shows ‘a lady giving birth to a baby who is laughing. The voiceover says that the babies used to be laughing while being born in earlier days and later they started crying at childbirth due to a disease called seriousness. So eat 5 star to become jovial again.’ The CCC concluded that the frames in the TVC showing the process of child birth are gross and offensive.  The advertisement contravened Chapter II of the Code.  The complaint was upheld. The advertisement had received 21 such complaints against it.

Other advertisements and claims which were upheld included the likes of CNBC TV18. The advertisement claims that, ‘CNBC-TV18 was the only channel India watched, during FM’s speech’ by relying on TAM rating of the day part 11:10 am until 12:06 pm. This claim of Network18 for its channel is completely misleading, factually incorrect, unsubstantiated and even disparaging to the other news and non-news channels including Network18’s competitor channels and ET Now. Network18 stated that according to TAM data, with the criteria- CS AB Males 25+, All India of 17 February 2014, the market share during the day part 11:10 am to 12:06 pm (‘Day Part’) was 100 per cent.  When calculating the TAM rating for the day part, we observed that Network18 had a share of 86 per cent which is in complete contradiction to what Network18 claimed in the Advertisement-1 and, ET Now had a share of 14 per cent, during the said day part, which clearly proves that Network18 was not the only channel that India watched during the FM’s speech as claimed by them.  TVTs garnered by ET Now during the aforementioned day part were 0.290, as against Network18 which garnered 1.680 TVTs.  Thus, it is very clear that ET Now also had viewership during that day part, which Network18 falsely and with mala-fide intention reduced to 0 per cent in the said Advertisement-1. Claim ‘as being the only channel watched’ is misleading to the viewers as there are 242 channels which had some amount of viewership ranging from 2,000 to 510,000 viewers in the Males 25+ SEC AB TG, out of which, 110 channels in that Day Part  had a higher reach than the Channel of Network18.  In the absence of comments from the Advertiser, the CCC concluded that the claim, ‘CNBC-TV18 was the only channel India watched, during FM’s speech’, was not substantiated and was considered to be misleading. The advertisement contravened Chapters I.1 and I.4 of the ASCI Code.  The complaint was upheld.  

Click here for full report

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/amit.jpg?itok=iNniYqD2
Amit Adarkar, Ipsos India CEO picks up additional charge of operations director for Ipsos Asia Pacific

Ipsos India has announced that Amit Adarkar, Ipsos India CEO has taken up the additional charge of Operations Director, Ipsos Asia Pacific, with immediate effect.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/barkha.jpg?itok=cHCVcIBz
Barkha Beauty, an affordable luxury brand with cruelty & paraben free make-up line to set foot in India

There is nothing more exciting than adding a pop of color to our routine and make-up can do it all. It could enlighten any dull face and give a runway look, making heads turn.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/rayban.jpg?itok=g9cv83Nm
Ray-ban #proudtobelong

Unique paths, universal emotions: the Ray-Ban #ProudToBelong campaign spotlights the human moments that connect us and let us find our sense of belonging.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/sympony.jpg?itok=E9t92GGh
Symphony Limited recites global market dominance in air-cooling with new Ad Films campaign

Symphony, world’s largest air-cooler company providing environment friendly cooling solutions has launched its fresh advertising campaign that recites its world leadership in the sector.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/livpure.jpg?itok=JKWOVNCJ
Livpure enters into new product category with India’s 1st Smart Air Conditioners powered by HEKA technology

Livpure Private Limited, India’s fastest growing water purification brand today entered into a new product category in its consumer lifestyle portfolio with the launch of India’s first future ready Smart Air Conditioner powered by HEKA.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/carvaan.jpg?itok=Ve2ddr3s
Chrome Picture’s Amit Sharma directs the latest - Saregama Carvaan ‘Thank You’ TVC

Chrome Pictures recently released its latest AD production for Saregama Carvaan.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/ralph.jpg?itok=wS6RSGbD
Ralph Lauren unveils Earth Polo made from recycled materials

Polo Ralph Lauren is reimagining its iconic Polo shirt with Mother Nature in mind. Introducing the Earth Polo, crafted from thread derived entirely from recycled plastic bottles and dyed in an innovative process that uses zero water.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/Orient.jpg?itok=FhwpwcEi
Orient Electric rolls out new TVC to promote IoT-enabled air coolers

In line with its marketing strategy for the summer season, Orient Electric has launched a new TVC campaign featuring long-standing brand ambassador MS Dhoni to introduce its new range of IoT-enabled air coolers.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/viraj.jpg?itok=DUvTSGjz
VURoll introduces new features to transform the social media management for brands

Gurgaon based VURoll, India's first multi-channel DIY social media management platform, today introduced its latest version with new and exciting features.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories