ASCI upholds complaints against 89 erring ads

22 Oct,2018

By A Correspondent


In June 2018, ASCI investigated complaints against 208 advertisements. For 63 advertisements, the advertisers promptly ensured corrective action as soon as the complaints were received. ASCI’s Consumer Complaints Council (CCC) upheld complaints against 89 advertisements from a total of 145 advertisements evaluated by them.


Of the 89 advertisements wherein the complaints were upheld, 27 belonged to the education sector, 25 to the healthcare sector, 15 to the food & beverages category, five to personal care and 17 were from the ‘others’ category.


Amongst various advertisements that were examined, the CCC observed that, a popular chef was found endorsing an oats product from a popular foods & beverage company, stating it to have twice as much protein and fibre whereas this comparison was not versus other oats but was versus cornflakes as per disclaimers. The disclaimer in the advertisement was illegible and not as per the ASCI Guidelines on Disclaimers.  Furthermore, a famous celebrity was seen endorsing a juice powder brand, claiming it to have natural fruit energy which was not substantiated and was misleading by ambiguity and implication about the fruit content in the product. In another advertisement a popular celebrity was shown driving a car without seat belt showing an unsafe practice. These advertisements violated ASCI’s Guidelines for Celebrities in Advertising.


D Shivakumar

Said D Shivakumar, Chairman, ASCI: “ASCI’s evolving self-regulatory framework continues to be responsible and responsive to the needs of the consumers, the advertising industry and the regulators. Our focussed efforts towards building awareness and establishing better compliance in the industry, will continue to make a positive contribution to the advertising ecosystem,”



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