Asci pulls up three HUL ads in December

MUMBAI: The Advertising Standards Council of India (Asci) has pulled up three ads from fast moving consumer goods (FMCG) manufacturer and marketer Hindustan Unilever. In its new update, the advertising watchdog has named the ads of New Rin, New Clear anti-dandruff shampoo and Comfort Fabric Conditioner as erring.

For the month of December, Asci‘s Consumer Complaints Council (CCC) upheld complaints against 43 out of 50 ads.

Of the 43 complaints upheld, 17 belong to the healthcare category while seven are from the home and personal care category. Five ads from education and four from consumer durables category have been pulled up. Other categories where ads have been found misleading include one each from telecom, real estate, food and beverage and surrogate ads.

The New Rin TVC had claimed that it is the "only detergent powder in India which gives freedom from yellowness and gives shining whiteness”. This claim is qualified by a super stating “Perception of yellowness removed through patented technology”. The use of “patented technology” does not mean that the same benefit of “giving freedom from yellowness” cannot be claimed by using any other technology. The super does not provide the details of the independent agency which conducted the tests.

Asci has said that in absence of independent technical data, this claim is false and misleading. The advertisement promoting the New Rin is based on the concept that “After repeated washing, clothes turn dull and yellow”. The said concept is not completely correct and is in fact misleading consumers. The visual showing the comparison between New Rin and other detergent powder is qualified by a super which states “creative representation of yellowness removal”. This in effect means that the shots showing the shirt washed with the other detergent and the shirt washed with New Rin cannot be replicated into reality. This is incorrect and misleads the consumers.

The Fast Track Consumer Council (FTCC) considered the technical data provided by the advertiser and the complainant. The FTCC concluded that the use of “patented technology” does not mean that the same benefit of “giving freedom from yellowness” cannot be claimed by using any other technology.

The advertiser provided data of products removing yellowness in various degrees of efficacy. Hence the claim of being the only product to remove yellowness was not substantiated. The claim, “New Rin is the only detergent powder in India which gives freedom from yellowness and gives shining whiteness”, is false and misleading as it is not the only detergent to do so. The advertisement contravened Chapters I.1 and I.4 of the Code. The complaint was upheld. At the request of the advertiser, the CCC reviewed the decision after HUL provided additional data and upheld the decision of the FTCC.

In case of the New Clear anti-dandruff shampoo advertisement, the TVC claims that New Clear “Is the best anti-dandruff shampoo in the country”, with a super “Based on clinical studies, microkill & ZOI data”. This superiority claim needs to be substantiated with technical and comparative data, and with details of tests/trials reports from an independent recognised testing institution. The claim, “Preferred choice of 9 out of 10 users”, is ambiguous. Where on one hand the claim does not clarify the parameters for which the Clear shampoo is preferred, the claim on the other hand is being used by Clear in its TVC. This claim is qualified by a super stating, “Based on consumer study”. This super does not state the source of the study and nor does it state the date on which the said study was conducted. The super, “Based on consumer study”, is not of adequate size and duration, and blurred so as to mislead the consumers.

The FTCC examined the technical substantiations of both the advertiser and the complainant with respect to clinical studies like BoSS (Bio-availability on stimulated scalp), ZOI (Zone of Inhibition) data, etc, and concluded that the claim of New Clear being the “best anti-dandruff shampoo in the country” is false and misleading. The CCC considered the additional data provided by the advertiser and concluded that the earlier decision of the FTCC stands and the complaint was upheld.

Other advertisers to be pulled up include Dabur India, Nature Health Care, SBS Biotech, Keya Seths Aromatherapy, Clintech Medical and Aesthetic Center, Kangra Herb Pvt Ltd, Rediscover - Laser, Skin, Slimming and Ayurvedic Clinic, Ego Wellness Pvt Ltd, Dr. Jains Zero Figure Clinic, Medinn Elle Herbal Care Pvt Ltd, Asian Institute Of Infertility Management, Naturoveda Health World, Niramay Consultancy, Maruti Herbal, Cure Spects Laser Ltd, G K Health Care, Maharshi Skin Centre, Rana Yog Chikitsa Kendra, Sareen Hair Clinic, Cocoona Cosmetic Surgery, Eleganza Skin And Cosmetic Surgery Clinic, Pernod Ricard India (P) Limited, Luminous Water Technologies Pvt Ltd, Megha Associates, Secured Engineers, Padmini Impex Pvt Ltd, Natraj Atta Chakki, Ark Prem Constructions, Education Express, Focus Educare Pvt Ltd, Global Institute Of Fire And Industrial Safety, Vivekanand Classes, Prestige Institute Of Engineering and Science and Aircel.

The advertisement of Step Up and its claim is under judgment in the High Court of Bombay. Hence there was no decision taken on this complaint by the CCC

During the month of December, the CCC also received complaints against six ads. The complaints were received against the advertisements of Ceat Ltd’s ‘Ceat Tyres’, Skin Alive’s ‘Forever Young’, Kovai Medical Center and Hospital’s ‘Effective Treatment for Thyroid Disorders & Cancer’, Gillette India LTD’s ‘Oral-B Cross Action Pro-Health toothbrush’, Clinic Dermatech’s ‘Beauty Solutions for Skin Problems’, Procter & Gamble Home Products Ltd’s ‘Pantene Pro-V shampoo’. However, as these advertisements did not contravene Asci’s codes or guidelines, the complaints were not upheld.

Latest Reads
Accenture finds 82% consumers prefer companies with shared purpose

Accenture released its fourteenth annual ‘Accenture Strategy Global Consumer Pulse Research’ report. The ‘From Me to We: The Rise of the Purpose-led Brand’ revealed that 82 per cent Indian consumers prefer to buy goods and services from companies that stand for a shared purpose that reflects their...

MAM Marketing Brands
Vodafone launches #StrongerEveryHour campaign

MUMBAI: Vodafone Idea, the largest telecom network in the country, welcomes the New Year with the launch of #StrongerEveryHour campaign that aims to highlight the improved network of ‘Vodafone SuperNet 4G - India’s Data Strong Network’ especially in crowded zones, where a tower is being added every...

MAM Media and Advertising Ad Campaigns
Worldwide media owned launches a new india-centric section – ‘know india’, a knowledge portal from Worldwide Media Private Limited, announces the upcoming launch of a riveting new section – ‘Know India’ on the website.

MAM Marketing MAM
Ashish Tiwari resigns as head digital marketing, PR at Hero Cycles

The head of digital marketing and PR at Hero Cycles, Ashish Tiwari has reportedly stepped down from his position.

MAM Media and Advertising People
Ogilvy appoints Reed Collins, Sonal Dabral to head APAC team

Ogilvy announced today a new creative leadership team in the Asia Pacific region. Reed Collins and Sonal Dabral will lead the agency’s creative efforts throughout Asia Pacific

MAM Marketing MAM
Sachin Bansal invests $21 mn in Ola

According to a filing with the Registrar of Companies (RoC), Flipkart co-founder Sachin Bansal has invested around $21 million in the SoftBank-backed cab-hailing platform Ola in a Series J funding round.

MAM Marketing Brands
Ogilvy creates campaign for Bajaj Platina

Taking the ‘jhatka-free’ story, from Bajaj Platina’s previous campaigns, a notch higher, Ogilvy has created yet another ‘edge of the seat’ thriller for the launch of the new Platina ComforTec 110. The ad shows a tale of two bomb squad technicians trying to find a solution for an un-diffusible bomb...

MAM Marketing MAM
Publicis India bags creative duties of

Leading online pharmacy has appointed Publicis India to manage its creative duties. The agency was shortlisted after a multi-agency pitch and was chosen for presenting a sharp consumer-focused communication plan that was in sync with what the brand had envisioned for the Indian market.

MAM Marketing MAM
Rajnigandha Pearls is Ready to Shine with Goodness, Yet Again, With Anushka Sharma

The leading Bollywood actress, Anushka Shama is the new brand ambassador for Rajnigandha Pearls, from the House of DS.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories