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Dabur, L’Oreal, Emami, Ranbaxy among ads under ASCI scanner in Feb

Dabur, L’Oreal, Emami, Ranbaxy among ads under ASCI scanner in Feb

Author | exchange4media News Service | Saturday, May 04,2013 8:59 PM

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Dabur, L’Oreal, Emami, Ranbaxy among ads under ASCI scanner in Feb

In February 2013, the Consumer Complaints Council (CCC) of Advertising Standards Council of India (ASCI) witnessed a sharp increase in the number of complaints against ads in the healthcare category. The category had 36 complaints upheld. The second highest number of complaints was seen in the education category, most of them claiming to guarantee 100 per cent job placements.

Dabur India’s Dabur Chyawanprash print ad claimed that “Dabur Chyawanprash provides 3 times more immunity“, “Helps improve the ability to fight illness by 3 times”, “Only Dabur Chyawanprash provides immunity”. The advertiser was not able to substantiate the claim with necessary support and data and the ad contravened Chapter I.4 of the Code. The complaint against the ad was upheld.

The ad for Ranbaxy Laboratories’ pain reliever brand Volini claimed that “99 per cent doctors have used Volini to relieve their pain” and “Volini No. 1 doctor’s prescribed pain reliever since last 12 years”. The advertiser was not able to substantiate the claim with necessary data and hence, the complaint against the ad was upheld.

The CCC found claims in print ads by 34 other advertisers as either misleading or false or unsubstantiated and hence, the complaints against ads were upheld. Some of these advertisers included Lotus Herbal, Jolly Pharma India and Bakson Drugs & Pharmaceuticals, among others.

In the education sector, as many as 29 ads by different advertisers were upheld by the CCC as they were found to contravene ASCI Code’s Guidelines for Advertising of Educational Institutions and Chapter I.1 of the Code.

The claims made in the ads for Emami (Himani Boroplus Antiseptic Cream), L’Oreal India (L’Oreal Paris Total Repair 5 shampoo, Youth Code Luminize range), and Lotus Herbal (Lotus White Glow), among others in the Personal Healthcare & Homecare sector, were not substantiated with necessary support data and test reports of efficacy. The complaints against these ads were upheld.

In the consumer durables sector, the print ad for Bajaj Electricals’ Quick Chef Induction Cooker claimed “Switch to Bajaj Induction Cookers. Save up to 65% costs”, “Bajaj Induction Cooker is  better than Gas stove in terms of Time - To  boil 2 ltrs of water Gas stove takes 9 min & Rs 1.90 and Bajaj induction cooker  takes 6 min and Rs 0.65  (50% faster and saves 65% cost)”. The CCC concluded that the claims mentioned in the ads and cited in the complaint were not substantiated adequately and hence, the complaint was upheld.

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