ASCI upholds complaints against 17 of 31 ads

06 Mar,2012

By A Correspondent


The Consumer Complaints Council (CCC) of Advertising Standards Council of India (ASCI) received a complaint against Bollgard, which had made claims of boosting cotton farmers’ income by Rs31,500 crore, reducing usage of insecticides, containing in-built plant protection and increasing yields. The CCC concluded that the claims made in the advertisement and cited in the complaint, were not substantiated. The advertisement contravened Chapter I.1 of the ASCI Code.


The complaint was upheld.

PassPortDeodorant’s TVC, which focuses on a woman’s body and lewd expressions on the face of the male actor, was pulled up by the CCC. It was concluded, that the advertisement was obscene and that, in the light of generally prevailing standards of decency and propriety, the TVC was likely to cause grave or widespread offence.


The complaint was upheld.

Telemart Shopping Network Pvt Ltd’s advertisement of Sandhi Sudha was under scanner as the TVC made claims of curing arthritis and spondylitis and of a ‘Money Back Guarantee’, if the product was ineffective. The CCC concluded that in the absence of scientific substantiation, the claim “Sandhi Sudha cures the disease of arthritis and spondylitis” was not substantiated and was misleading. The complaint regarding “money back guarantee” was misleading as the terms and conditions for the refund were not mentioned in the TVC.


The complaint was upheld.

Association of Mutual Funds inIndia’s booklet states that “Every Mutual Fund is managed by a fund manager, who, by using his investment management skills and necessary research work, ensures better returns than what an investor can manage on his own”. The objection is to the word “ensures” as it could be misleading.


Hence it was upheld.

Dr. Ayurveda Power Prash and Body Growth’s advertisement for ‘enhancement of sexual power’ was questioned for its claims stating “increasing sperm count, helping people suffering from infertility to have kids.” The CCC remarked that these claims were not substantiated. The advertiser should provide clinical data in substantiation of these claims. The CCC concluded that the TVC contravened The Drugs & Magic Remedies Act.


Hence, the complaint was upheld.

The advertisement of Glen Appliances Pvt. Ltd’s print advertisement states “Do you know cooking in aluminium can be harmful?” while the website states “Do you know aluminium cookware is not safe?” These claims are not truthful, and have not been substantiated by any reputed international organization such as the World Health Organization (WHO) or by any country noted for a high standard of vigilance in consumer protection. The claims are not based on facts, and incapable of reasonable substantiation. It also unfairly denigrates attacks and discredits all aluminium cookware directly. The CCC concluded that the print ad’s and the website’s claim that cooking in aluminium is not safe were misleading.


The complaint was upheld.

Vanesa Inc’s advertisement of Denver Deodorant contains the tagline “play it cool”. However, the brand John Player’s has been using the same tagline since 2005. Since copying the slogan amounts to plagiarism, the advertisement contravened Chapter IV.3 of the ASCI Code.


The complaint was upheld.

In the personal hygiene segment, the CCC received a complaint against Stayfree All Night. As per the complaint, the advertisement claims that “Stayfree all night has the unique five guard. This in comparison to your Ultra is longer, wider, with more body coverage, more absorbent and drier too.”


This claim means that the Stayfree All Night is better than all the pads in the market which use the word “Ultra”. But in reality this is not the case as has been admitted by the TVC itself in the form of a super which states, “When compared only with Ultra napkins of 280 mm length and 105 mm back width.” Making comparison against product in different segment is unfair and misleading. As the comparison was not made between products of a similar size, the TVC was considered misleading.


The complaint was upheld.

Health drink Complan’s advertisement was under the scanner this time around. The TVC claimed that “children who drink Complan grow 2 times faster than children who drink other health drinks”. This claim was substantiated through independent clinical research.


This complaint was Not Upheld.

However the comparison in the Chart between Complan and non-Complan drinkers is likely to mislead consumers that Complan is superior on the basis of its main ingredient (Milk Solids)


Hence, this complaint was upheald.

In the education sector, Noesis Education and Management Services was pulled up for their advertisement which made claims of being ‘Biggest in India, attended by 1200 students at a time’, ‘Do not miss out on being trained by the best subject experts from all over the country,’ ‘High quality contents from Bestselling authors, rank holders and subject matter experts.’ In the absence of comments from the Advertiser, the CCC concluded that the claims mentioned in the advertisement, and cited in the complaint, were not substantiated.


Hence the complaint was upheld.

In the healthcare and pharma sector, Pfizer’s advertisement on Gelusil Antacid was questioned. As per the complaint, the TVC shows “a boy running along a parked vehicle and using a sharp article scratching the vehicle, possibly scraping the paint and even denting the body”. The question asked: “Does this make your Heart burn” followed by “Gelusil be used to avoid heart burn and acidity”.


The CCC concluded that the depiction of the young boy vandalizing a car is likely to encourage minors to emulate such acts, the careless use of which could lead to their suffering cuts or other injury.


The complaint was, therefore, upheld.

Eureka Forbes’ Aquasure water purifier’s TVC claimed that the product provides ‘World’s Safest Water’. The TVC does not provide any basis, facts or reference to any study or research work which substantiates this claim. The CCC concluded that, whilst the water from Aquasure water purifier is safe, the claim of the “World’s safest water”, is misleading. The complaint was upheld.


The CCC also received a complaint against Eureka Forbes’ Aquasure Xtra water purifier’s leaflet which makes comparisons and propagates false statements about Pureit products, Classic and Compact. The tabular format compares the product features and puts a ‘?’ against Pureit products. The CCC concluded that, while Eureka Forbes has gained trust of the consumers, to say that Pureit products have not, is disparaging. By marking a ‘?’ against the Pureit brand is misleading and creates doubts in the minds of the consumer. It was thus concluded that the leaflet contravened the code.


The complaint was upheld.

During these two months, the CCC also received complaints against Cadbury- Bournville, Piramal Healthcare Ltd’s Supractiv Complete, Jockey, MetLife India Insurance Company Ltd, Ad promos of C.I.D., Fast Track watches, Killer Deodorant, Wild Stone Deodorant, TATA Docomo, Colgate Palmolive, Dulux Paints, and Santoor Soap amongst others. As these advertisements did not contravene ASCI’s codes or guidelines, the complaints were not upheld.


Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) is dealing with complaints received from Consumers and Industry against advertisements which are considered as false, misleading, indecent, illegal, leading to unsafe practices, or unfair to competition, and consequently in contravention of the ASCI code for self-regulation in advertising.


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