Top Story

e4m_logo.png

Home >> Advertising >> Article

ASCI asks P&G to withdraw or modify Oral-B ad

17-January-2014
Font Size   16
Share
ASCI asks P&G to withdraw or modify Oral-B ad

The Advertising Standards Council of India (ASCI) has asked Proctor & Gamble (P&G) to withdraw or modify its Oral-B advertisement campaign for violating ASCI’s Advertising Code. Acting on a complaint against the print and TV advertisement, the ASCI noted that the claim of “Nine out 10 dentists agree that Oral-B Pro Health is the best toothpaste in India” is misleading as it is based on a faulty survey. ASCI upheld the complaint against the advertisement as it contravened Chapter 1.4 of the Advertising Code.

ASCI said, “The claim of ‘9 out 10 dentists agree that Oral-B Pro Health is the best toothpaste in India’, based on a dentists survey conducted by AC Nielsen in 2013, was considered misleading as the design of the survey itself was faulty. This was a survey conducted of a captive audience attending an Oral-B launch conference and post one trial-brushing. The advertiser has been asked to withdraw or to modify appropriately the said TVC and the print ad by January 23, 2014.”

Dr Ashok Dhoble, Honorary General Secretary, Indian Dental Association (IDA) said, “While exaggeration in advertising is widespread today, it is important that advertisers do not mislead the public with false claims. Any claim found to be false and misleading not only reflects poorly on the advertiser, it can deceive general public.”

He added, “The IDA is the apex body of dental professionals in India, with over 100,000 dentists as members, and we are disappointed that a leading advertiser like P&G used faulty research to make false claims about its recently introduced toothpaste brand, Oral-B. The ad not only misguides the public, but also misrepresents the views of the dental profession in India. Such deceptive and unethical practices should be avoided.”

The Advertising Standards Council of India is a self-regulatory council, which sets advertisement standards for the industry.
 

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO