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ASCI brings 11 ads under the scanner; 4 ads withdrawn, 3 modified

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ASCI brings 11 ads under the scanner; 4 ads withdrawn, 3 modified

The Advertising Standards Council of India (ASCI) has released its report for the period July to September 2007 on advertisements that need to modified or withdrawn. A total of 11 ads have been brought under scanner, out of which four have been withdrawn and three have been modified.

Among the ads withdrawn is that of McDowell’s Signature from United Spirits Ltd. The agency is Mudra Communications. The ad has stated, ‘Success is very demanding’, ‘Success is good fun’, while in the fine print it said, ‘Successories’, delinked from any of the pertinent claims or visuals shown in the ad. The complaint made was that the advertisement was misleading and was suggestive of a liquor brand that appeared to be a replica of the label of the branded liquor product, McDowell’s Signature.

Two prints ads done by Jaipur Publicity Centre for their client KBM Marketing – one for Japani Oil and the other for Power Plus Capsules – have also been withdrawn. Published in Rajasthan Patrika, the two ads claimed treatment for ‘impotency’, which is banned as per the public notice issued by the Ministry of Health and Family Welfare.

Yet another ad published in Rajasthan Patrika has been withdrawn. The ad was that of Rajvanish Clinic Pvt Ltd, while the agency was Bhargava Publicity. The ad, which was in Hindi, claimed full investigation and treatment of childless women, which again is banned as per the public notice issued by Ministry of Health and Family Welfare.

Among the already modified ads, there is Vim Dish Wash Liquid from Unilever, Thums Up from Coca Cola Pvt Ltd and Alpenliebe from Perfetti Van Melle India Ltd.

The Vim Dish-wash Liquid ad had stated, ‘Just one drop is enough. New Vim drop has 10 times more lime power than the bar, even the grease you cannot see, it gets out’. ASCI’s decision was that the ad was misleading since the cleansing protocol, as provided in the report submitted by the advertiser, did not appear in the TVC. Pril Dishwash from Henkel India Ltd liquid, too, came under the scanner as it delivered a similar message. But in this case, the advertiser had conducted a cleaning efficiency test with an independent lab, for which they provided a copy of the report to ASCI.

In the case of the Thums Up commercial done by TLG India Pvt Ltd, the ad showed an actor flicking a Thums Up bottle from a speeding truck, which is dangerous if kids try the same stunt. ASCI decided that the TVC featured an act that was likely to encourage minors to emulate them in a manner that could cause them or others harm.

The Alpenliebe TV ad, too, came under the scanner as it showed a well-known celebrity feeding an Alpenliebe chocolate to a crocodile in a protective enclosure. It is prohibited for any visitor to feed animals in their protective enclosures. ASCI decided that the visual depiction was in violation of the Wildlife Protection Act, and that it was in breach of the law.

ASCI has also cracked down on to ads of Tide Detergent from P&G Hygiene & Healthcare Ltd, Royal Mist from United Spirits and Logan from Mahindra Renault, to which the advertisers have assured necessary modifications to ASCI. The Logan press ad’s claim was false according to ASCI, where it claimed to be No. 1 in three months without specifying whether the car was the largest selling in the country, or within a certain segment. The advertiser assured that the ad would not be released again, and also appropriate modification would be done in future in case a similar communication was released.


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