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ASCI’s CCC upholds complaints against 25 ads

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ASCI’s CCC upholds complaints against 25 ads

ASCI’s National Advertising Monitoring Service (NAMS), which started operating from May 2012, has significantly increased the number of ads coming under scrutiny of the Consumer Complaints Council (CCC) during June 2012. Out of 38 ads against which complaints were lodged, CCC upheld complaints against 25 of them. Most of the ads were from the education, healthcare, FMCG and F&B sectors – ads of which are being tracked on TV and newspapers nationally by NAMS. CCC did not uphold complaints against 13 ads, while decision on one ad was kept pending.

The hoarding for Dainik Bhaskar claimed that it is 3 times of Dainik Jagran, quoting false circulation figures both for themselves and for Dainik Jagran, without mentioning any source. Dainik Bhaskar has claimed that its circulation is 26566 and Dainik Jagran circulation is 7800. CCC noted that the claim was not on the basis of Average Issue Readership (AIR), which was considered misleading. The complaint was upheld.

The advertorial for Kwality Walls Selection made a clear mention of the Kwality Walls Strawberry and Cheesecake as being an ice cream, when actually it is a frozen dessert. CCC concluded that this was misleading and the complaint was upheld.

The leaflet for Amul Ice Cream showed a ‘Kwality Walls’ cup to depict Frozen Desserts as the words ‘feel it say it’ could be clearly noticed from the picture. This tantamounts to generic disparagement of Frozen Dessert as a category in general and Kwality Walls Frozen Dessert in particular; and it tried to pass off ice creams as a complete food which is easy to digest and full of energy. On checking, they concluded that the ad did not denigrate the complainant’s product; this complaint was not upheld. However, the portrayal of ice cream as a ‘complete food’ was misleading and this complaint was upheld.

The TVC for Cadbury Chocolates showed ‘a group of boys and girls (apparently senior students) ragging two junior boys’. The ad was clearly in breach of the Maharashtra Prohibition of Ragging Act, 1999 as it directly / indirectly propagated ragging. CCC concluded that the ad was in breach of the law; the complaint was upheld. The offending line ‘Meri Mummy kehti hai ragging se dosti badhti hai’ was removed and the revised TVC is being aired since June.

The print ad for Parachute Advansed Coconut Hair Oil claimed, ‘I have the World’s Best Hair and so do you’, ‘International hair research has found that Parachute Advansed users have the World’s Best Hair’. CCC concluded that the claim was misleading, and the complaint was upheld.

The CCC concluded that the TVC of ‘Third Eye of Nirmal Baba’ was likely to encourage superstition and disappoint consumers; the complaint was upheld.

The print ad for Videocon Air Conditioner claimed ‘Your daily dose of good health from Videocon air conditioners’, ‘Vita Air technology releases Vitamin C into the air’, ‘Anti-bacterial filter eliminates bacteria and filters dust particles’, etc. The complaint was upheld.

The print ad for Leonardo Olive Pomace Oil claimed that it ‘Fights cholesterol & heart disease’, ‘Lowers blood pressure’, ‘Controls and prevents diabetes’ and ‘Fights cancer’. Pomace Olive Oil is produced by solvent extraction and has Polycyclic Aromatic Hydrocarbons (PAHs) which is both mutagenic and carcinogenic. CCC found these to be misleading.

The TVC for Lotus Mustard Oil claimed that Lotus Mustard oil ‘has natural flavour with omega 3 & 6’, ‘reduces cholesterol’. CCC concluded that the claims were not substantiated, and the complaint was upheld.

The ad of Career Launcher’s Powerful Prep Program claimed ‘DU BBS/BFIA: 212 calls, AIR 3’, ‘HM: 100% Success of CL students in JEE’, ‘CLAT: 18/Top 20 and 79/Top 100 Ranks’, ‘NLU Delhi: 54/70 Seats’, ‘NLU Orissa: 73/124 selections’. CCC concluded that the claims were not substantiated, and the complaint was upheld.

The ad of T. I. M. E. claimed, ‘Largest number of full-time faculty members’. It was not supported by any validation. The complaint was upheld.

The ad for Institute of Apparel Management claimed that ‘Past placement in Best-in-Class Companies & 100% placement assurance’. Not providing evidence of placement, the complaint was upheld.

The print ad for NIPS School of Hotel Management, among other things, claimed that it is the No. 1 Hotel Management Institute in Eastern India – CSR 2012; it holds the Best Global Placement Record; Top Hotel Management Institute in India - by CSR 2012; it has won a place in 4 Limca, Asia & India Book of Records; it is Kolkata's Best Hotel Management College 2012- Brands Academy by 2011, 2012; it has won Worldwide Hospitality Award- Paris, France and it has a 5 Star Campus. CCC concluded the claim that it is the ‘Best Global Placement Institute’ was misleading as the Institute only received Best Placement Award.

In the print ad for Nalanda Institute of Advanced Studies they claimed that ‘it offers Training & Placement in India & abroad’, ‘it has the Highest Campus Recruitments’, ‘Special Certification from UNIVERSITY OF CAMBRIDGE, State of the Art Campus’ and ‘100% Job Guarantee’. In the absence of substantiation, the complaint was upheld.

The TVC for Lovely Professional University claimed it is ‘India’s largest university’ in terms of on-campus students. The claim was not substantiated and the complaint wa
The TVC for TV 24 Shopee India Dr. Tea claimed that Dr. Tea ‘Increases the metabolism. It destroys the stubborn fat groups, breaks down fat and makes it burn’, ‘It strengthens the immune system, melts body fat boosts energy and clears skin, giving your face a clear, radiant glow’. Due to lack of supporting clinical information, the complaint was upheld.

The print ad for Om Healthcare Centre’s Good Health claimed that the ‘use of the product will result in relief from joint pains and piles in 7days’, ‘Underweight persons become healthy in 30 days , ‘treatment for diabetes with results in 30 days’, etc. CCC concluded that the ad contravened The Drugs & Magic Remedies Act, and the complaint was upheld.

The print ad for Perma Healthcare’s Seatone claimed that GLME is made from pure extract of New Zealand Green Lipped Mussel. CCC concluded that the ad contravened The Drugs & Magic Remedies Act, and the complaint was upheld.

The print ad for Natural Medicine claimed that it was a sure cure for Diabetes (Sugar), Renal Problems (Kidney), Obesity (Over Weight) and Psychological Problems. CCC concluded that these claims were not substantiated, and the complaint was upheld.

The print ad for Sesa Hair Oil claimed that ‘Sesa Hair Oil is 5 times more effective’, ‘Sesa Oil/ Shampoo/ Capsule contains 18 herbs, 5 nutritious oils and milk extracts that helps in overcoming hair problems such as: hair fall, low volume hair, weak hair, dandruff, dryness and rough hair’. CCC concluded that the claims were not substantiated adequately, and the complaint was upheld.

The print ad for Slim Life claimed that ‘weight loss of up to 5 kgs in 1 month, naturally’, ‘It offers 100% natural meal replacement’, ‘it is clinically proven and it helps you stay hunger-free up to 6 hours’. In the absence of supporting clinical information from the advertiser, the complaint was upheld.

The TVC for Kirloskar Proprietary showed ‘some engineers and builders standing on a hill from where a lake is visible in the background. The only thing which stands in the way of their dream development project is the lake and predictably, one of the builders hits upon the million dollar idea – ‘hire Kirloskar to relocate the lake’. CCC concluded that the suggestion to relocate the lake would tamper with the environment, and the complaint was upheld.

The TVC for Luminous Battery/Inverter claimed that ‘Luminous Batteries give more backup when compared with other batteries’. CCC concluded that the claims were not substantiated, and the complaint was upheld.

In the TVC for Leads Bariatrics the advertiser claimed ‘to give a scar-less weight-loss surgery’, which was misleading, and the complaint was upheld.

The TVC for Pure Roots Gold Cream Bleach claimed that it has pure gold added in it, removes dead cells, opens pores and gives instant glow in just ten minutes. The complaint was upheld, after which the advertiser modified the ad.

The Smart Prep Education ad claimed that its faculty has ‘delivered 5 out of top 10 ranks and 46 out of top 100 ranks in BBS’11’. They were asked to submit detailed evidence to validate its claim. This is kept pending. CCC considered the data submitted by the advertiser. The claim can be considered substantiated subject to a spot check by the ASCI Secretariat.

In June, CCC also received complaints against two print ads and 10 television commercials. The complaints were received against the ads of Smart Prep Education, Unique Training System, Kamal Toordal, Uninor, Airtel, Indica 10 minutes Herbal Hair Colour, Fiat Punto Sport, Ayur Sunscreen Lotion, Nasivion, Fiama Di Wills’s bathing bar, SanofiSeacod, New Extra Strong Axe and Mahindra Duro 125 DZ. However, as these ads did not contravene ASCI’s codes or guidelines, the complaints were not upheld.

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