HUL's Dove & Pond's, Reckitt Benckiser's Veet under ASCI scanner in May
In May 2013, Consumer Complaints Council (CCC) of the Advertising Standard Council of India (ASCI) upheld complaints against 123 ads. Health, Personal Care and Education were the main categories that continued to make misleading and unsubstantiated claims and came under the scanner of the CCC.
May was the peak season for admissions, hence there was a sudden increase in the education sector advertisements. The education sector leads with a 56 per cent of the ads (70 out of 123) against which complaints were upheld in the month of May.
In Health & Personal Care product or service ads released in the press, the advertisement of Veet Body Moisturiser brand from Reckitt Benckiser India claimed that ‘8 out of 10 women who tried Veet Body Moisturiser agree that only this gives longer lasting smoothness’. The claim was unsubstantiated and the complaint was upheld.
Two brands from the Hindustan Unilever stable were also in trouble. The advertisement of Pond’s Pure White Face Wash claimed that ‘Pond’s pure White Face Wash contains activated-Carbon, which goes in the depth of your skin and removes dirt and pollution and saves you from being affected by any skin problems’, ‘you get instant glow on your skin’. The claim was found unsubstantiated and the complaint was upheld. Another ad with unsubstantiated claims was that of Dove Split End Rescue System. The ad claimed, ‘try the new Dove Split End Rescue System, its breakthrough split-end technology helps bring your split-ends together to give you up to 4x less split-ends’. The complaint was upheld.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
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