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ASCI upholds complaints against 3 deodorant ads

22-July-2011
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ASCI upholds complaints against 3 deodorant ads

Following the Consumer Complaints Council (CCC) meeting convened recently to take a view on the various deodorant advertisements running on television networks, the CCC has upheld complaints against three out of seven deodorant ad campaigns.

The complaints upheld against three deodorant advertisements include Hindustan Unilever Ltd’s The Axe Effect; Paras Pharmaceutical’s Zatak Axe Deodorant and Set Wet Deodorant advertisement. The CCC concluded that these advertisements display overtly sexual desire and are also demeaning to women. Keeping in view the generally prevailing standards of decency and propriety is likely to cause grave and widespread offence. Since these advertisements contravened Chapter II of the ASCI Code, the complaints against these three advertisements have been upheld.

During the meeting, CCC also noted Paras Pharmaceutical’s assurance that the Zatak Axe TVC would be appropriately modified.

The CCC during the same meeting did not upheld complaints against 4 deodarant advertisements to be in line with generally prevailing standards of decency and propriety and lack of enough influence to cause grave or widespread offence. The complaints against deodorant advertisements not upheld include McNROE Consumers Products P. Ltd’s Wild Stone Deodorant; Mankind Pharma’s Addiction Deo; Hindustan Unilever’s New Axe Googly and Vanesa Inc’s Denver Deodorant.

Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) is in dealing with Complaints received from Consumers and Industry, against Advertisements which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.

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