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ASCI upholds complaints against 17 ads during July, August

Claims by FMCG, educational Institutions and health centres on Consumer Complaints Council radar

ASCI upholds complaints against 17 ads during July, August

Claims by FMCG, educational Institutions and health centres on Consumer Complaints Council radar

BestMediaInfo Bureau | Delhi | December 22, 2011

During July and August 2011, the Consumer Complaints Council of ASCI upheld complaints against 17 advertisements from various sectors like education, health, FMCG and restricted products. It rejected the complaints against eight other ads.

The complaint against Maruti Suzuki - Estilo Magic ad, which mentions the mileage of Hyundai’s i10 (1.1) Era as “16 kmpl”, was upheld. The i10 Era’s ARIA certified mileage is 19.8 kmpl.

The complaint relating to the ad “Bata India – Think Weinbrenner, Think Outdoors” was upheld. Bata was carrying out a print campaign for Weinbrenner, wherein the copy read: “SMS Bata to 58888 to win exclusive gifts”. The complainant was never offered or sent any gifts.

There was a complaint against an ad of Hindustan Unilever’s Pureit Water Purifier, that the commercial make a claim of “Pureit 1 Crore safety challenge”.  CCC considered the technical proof provided by the advertiser and the complainant and concluded that while Pureit “meets USA’s EPA stringent germ-kill criteria”, it is not the only one to do so. The claim, “It’s been 2 years and till date no purifier in India has been able to meet Pureit’s safety challenge”, was found misleading.

A complaint against the ad of Triply Stainless Steel Cookware from Glen Appliances was also upheld.

In the education sector, there was a whole set of advertisements that received complaints. For T.I.M.E. – CAT’ 11/12, the claim “Largest student base: 130,000+ students trained for CAT’09 & CAT’10” was  rejected as the claim was not validated  by any third party. Also, the claim, “Best faculty team in Delhi – NCR”, is not supported by any comparative data. Another Claim, “Best Results: 50%+ of students in the IIMs are from T.I.M.E.” was found un validated.

The complaint against Career  Launcher’s ad claiming “4300+ IIM calls in CAT”10”, “CL scores: 4/8 100 % in CAT’10, FMS’10 & 11 Toppers, JMET’10 Topper” was also upheld for lack of substantiated data/evidence.

The complaint against the ad of Team Satyam claiming “75+ students and counting, in National Law Schools”, “95% of call getters from Lucknow are Clat Possible students”,  “5/5 NLU-Delhi call getters from Lucknow are Clat Possible students”, “3 NLSIU, 5 NALSAR, 7 NUJS, 8NLU-D  Students to National Law Schools”,  “40+ Students to National Law Schools” was also upheld for being misleading.

Greenply Industries was also docked for its ad for Greenlam Laminates that showed an old man going through the Catholic sacrament of baptism, and thereafter his funeral which shows a coffin made with Greenlam Laminates. The TVC was found to be extremely offensive against the Roman Catholic faith.

The complaint against HUL’s Dove Damage Therapy TVC that claimed that Dove is the “most recommended shampoo by Indian women” was upheld by CCC. Another ad of Dove  Hair  Fall  Rescue  shampoo, the TVC  claims “No Hair Fall No Damage” also was pulled up by CCC.

The complaint against Procter & Gamble’s New Ariel Oxyblu – Deep Clean Technology ad that showed the removal of three difficult stains, namely, ink, oil and tea by using Ariel Oxyblu was upheld. CCC concluded that the claim read in conjunction with the visual depiction is misleading by implication.

Complaints against the ads of Indulekha Gold Hair Care Oil, Lavanya Ayurvedic Hospital & Research Center, Pernod Ricard India’s TVC of Royal  Stag  - Mega  Cricket, and McDowell’s No. 1 Platinum Soda were also upheld for flouting ASCI guidleines.

Ford India’s ad stating that “Ford Figo leaves its competition far behind”, and GM India’s TVC of Chevrolet Beat Diesel adopting the tagline “India’s  most fuel efficient car” also did not find favour with CCC and the complaints against them were upheld.

Titan Industries’ Fast Track Watches ad that showed a young woman taking off her innerwear (bra) from underneath her T-shirt and holding it out as if to discard it faced a complaint that was upheld.

During these two months, CCC also received complaints against Samsung ACs, Royal Hygiene Care’s ‘She Comfort’, Hindustan Unilever’s Pureit Marvella eWater Purifier, IMS  Learning  Resources, Hardcastle Restaurant’s McDonald’s, L’Oreal India’s Garneir Fructis, Hindustan Unilver’s Clinic All Clear and Tata Indicom amongst others. But these ads were cleared as they did not contravene ASCI’s codes.



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