In October 2013, the Advertising Standards Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld complaints against 132 ads. Education, health and personal care categories continued to lead with the highest number of complaints received. There are some particular misleading ads which have sizeable number of complaints against them.
Health and Personal Care
The CCC found the following claims in health and personal care product or service ads of 92 advertisers, released in the press to be either misleading or false or not adequately/ scientifically substantiated and hence, violating ASCI’s Code. Some of the health care products or services ads also contravened provisions of the Drug & Magic Remedies Act. Among the ads against whom complaints were upheld included: Procter & Gamble Hygiene & Health Care’s Pantene Hair Fall Protection, Dabur India’s New Fem Anti Darkening Hair Removal Cream, LÓreal India’s LÓreal Fall Repair 3x shampoo, Hindustan Unilever’s Dove Essential Nourishment Body Lotion and Hindustan Unilever’s Fair and Lovely Fairness Cream.
Hindustan Unilever’s TVC for New Domex Zero Stain claims “Zero Stain” with a super on it stating “refers to effective removal of commonly found toilet stains like lime scale and rust on regular usage (as per lab test)”, thus creating a wrong impression that it removes all stains (100 per cent). The antimicrobial test does not cover the causative micro-organisms for the diseases quoted in the TVC. The claim support data was not considered to be adequate to claim “zero” values in the context of the TVC, hence the complaint was upheld.