ASCI upheld complaints against 52 ads in March 2013

07 Jun,2013

By A Correspondent

 

In March 2013, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 52 ads. Healthcare, Education and Personal Care were the main categories that continued to make misleading claims and come under the scanner of the CCC.

 

The CCC found following claims in health and personal care products or services ads released in Newspapers to be either misleading or false or not adequately/scientifically substantiated and hence violated the Chapter I of the ASCI code. Some of the Health Care product or services ads also contravened the provisions of the Drug & Magic Remedies Act.

 

The CCC found following claims in print ads by 14 different advertisers were not substantiated violating the ASCI Guidelines for Advertising of Educational Institutions and hence the complaints against the ads were upheld.

 

Media

1. The Economic Times: ET Now in their print ad claimed that ”ET Now is the undisputed leader on the budget date, only our competitor will say it was a bad budget.” They have quoted ET Now has 64% of the market share and CNBC TV18 has 36% of the market share. The CCC noted the contents of the ad and concluded that the market share claimed by the advertiser was not adequately substantiated. The advertisement contravened Chapter I.1 of the Code; therefore, the complaint was upheld.

 

Automobile

1. Honda Siel Power Products Ltd. In the Honda Brio TVC, the company had not mentioned anywherethat the features showed in the vehicles are not the part of the standard package. The CCC viewed the TVC and concluded that the features of the car portrayed in the ad were of the top variant and werelikely to mislead consumers into believing it was the standard package. The ad contravened Ch.1.4 of the Code and the complaint was upheld.

 

FMCG

The CCC found following claims in print ads by three different advertisers as either misleading or false or unsubstantiated and hence the complaints against the ads were UPHELD for violating Chapter I of the ASCI code –

1. Hindustan Unilever Ltd. Brooke Bond shows tea as a replacement for exercise.

2. Agro Tech Foods Ltd. Sundrop Heart Oil claimed, “Sundrop Heart reduces cholesterol and increases life.”

3. SRBH Technology Raashi Chakki Fresh Atta claimed, “Raashi Chakki Fresh Atta is Purer than flour made at home.”

 

Consumer Durables

1. Eureka Forbes Ltd. – Eureka Forbes Ltd in their print advertisement claimed “Every morning, over 10 million mothers trust only Aquaguard – Paani Ka Doctor.” The complaint against “Aquaguard Enhance – Green RO that saves upto 30% water” was not upheld as the advertisers were able to substantiate it with necessary scientific data. While the complaint against “Every morning, over 10 million mothers trust only Aquaguard – Paani Ka Doctor” was upheld. The advertisement contravened Chapter I.1 & 1.4 of the Code.

 

2. Panasonic Blue Water Purifiers in their print ad claimed “Turns water into a blessing – Swasthaaya Bhav – Alkaline Water for Healthy Life”. The advertisers were not able to substantiate the claim with necessary data and inputs. The ad contravened Chapter I.1 of the Code. The complaint against the ad was upheld.

 

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