The Consumer Complaints Council (CCC) of Advertising Standards Council of India (ASCI), upheld complaints against 11 out of 19 advertisements during November 2012. ASCI’s National Advertising Monitoring Service (NAMS) has been very proficient in tracking down the misleading claims made by advertisers in various sectors. Most of the ads related to the health care, personal care and consumer durables sectors.
The CCC concluded that the claim in the ad for Havells Water Heater of “24 Hours Hot Water in Just ½ unit of electricity” is misleading as it does not account for heating of water from ambient conditions to hot conditions. The ad contravened Chapter I.4 of the Code and the complaint was upheld. The advertiser has subsequently modified the advertisement.
The claim made by Bajaj Electricals in an ad that “Bajaj Rapidotherm Water Heaters’ powerful heating coil helps heat water 50% faster than any other water heater” was not substantiated with comparative data of other water heaters of the same electrical rating (3000 watts). The ad contravened Chapter I.1 of the Code and the complaint was upheld. Bajaj Electricals has subsequently modified the advertisement.
The CCC concluded that the claims mentioned in the ad for Himani Sona Chandi Chyawanprash from Emami – which made claims such as “Take Himani Sona Chandi Chyawanprash every day for a strong body and razor sharp mind”, “Gold removes toxins to boost immunity power”, “Silver activates neurons to enhance memory and concentration”, “51 rare herbs protect from weather changes, pollution and general illness” – were inadequately substantiated. The ad contravened Chapter I.1 of the Code and the complaint was upheld.
The CCC concluded that the claim that Dainik Bhaskar “had 8 times more Net Paid Circulation than Patrika in the city of Bhopal” is not substantiated with ABC/RNI or IRS data and is misleading. The ad contravened Chapters I.1 and I.4 of the Code and the complaint was upheld. Dainik Bhaskar Group has subsequently withdrawn the advertisement.
The other brands which contravened ASCI’s Code and against whom complaints were upheld, included Diwan Chand Imaging & Research Centre’s Stan Health Check Programme, Stay-On Capsules from Maruti Herbal, Elavo Toilet Seat Sanitizer Spray from Amra Remedies, Silvermaple Healthcare Services’ Direct Hair Implantation, CADD Centre Training Services, Livpure RO Water Purifier from Luminous Water Technologies and Central Up Gas.
During the month of November, the CCC also received complaints against seven advertisements – Emami’s ‘Himani Fast Relief’, Ranbaxy Laboratories’ ‘Revital Capsules’, Cure Spect’s ‘Eye Care’, L’Oreal India’s ‘Inoa Hair colour’, Parle Products’ ‘Parle London Derry’, Micromax Informatics’ ‘Micromax Ninja 3.5 & Ninja 4’, and Dabur India’s ‘Dabur Chyawanprakash Sugar Free’. However, as these advertisements did not contravene ASCI’s codes or guidelines, the complaints were not upheld.
The advertisement of Signal Cavity Fighter toothpaste was not directed to consumers in India, and hence the complaint against this ad was outside the purview of ASCI.