The introduction of National Advertising Monitoring Service (NAMS) system is proving to be productive for the Advertising Standards Council of India (ASCI). The number of ads examined by the Consumer Complaints Council (CCC) in July 2012 was up at 38, which was more than double of the earlier monthly average (less than 15). This apart, ASCI has received 131 complaints in just one quarter, which is about 76 per cent of total complaints received (177) last year.
During July, the CCC upheld complaints against 25 out of 38 ads and did not uphold complaints against 13 ads. There was an increase of misleading claims in the education, healthcare, FMCG and food sectors.
CCC upheld the complaint against the Pepsodent Germicheck Magnet toothpaste TVC, which claimed that it “is better than the well-known toothpaste”, as false and misleading.
The claims of the Boost TVC that “the consumption of Boost not only increases oxygen consumption but gives three times more stamina” were found to be misleading by CCC.
The CCC concluded that the claim made by Maxo Max Power Liquid ad, which stated “one drop of Maxo is enough to get rid of mosquitoes”, was not substantiated.
Ponds Gen White’s TVC’s claim that is the first cream that gives “spotless fairness” was not substantiated adequately and the complaint was upheld.
The claim for CSAT Classroom Program (Career Launcher) – “80+ Selections in CS Prelims ’11” – made in its print ad was found to be unsubstantiated.
In the case of the print ad for Revital Woman, which claims of several health benefits, the CCC concluded that in the absence specific scientific data, these claims were not substantiated. The CCC also concluded that the claim in Knorr Soupy Noodles’ ad of ‘1 crore children like Knorr Soupy Noodles” was not substantiated adequately.
The CCC pulled up the TVC for Euro Fashion Inners on grounds of decency and propriety, and found the ad offensive.
The print ad for Indiatimes Shopping, wherein the advertiser was unable to fulfil the promise to give free gift coupon worth Rs 250 on purchase by credit card was held to be false and misleading.
Ads for Flair Writo Meter Pen, Oriental Group of Hotel Management Institute, Fair and Kwick Fairness Cream, Tara Homeopathy Clinic, Sugar Remedy, Dhathri Hair Care Range and Dhathri Fair Skin Cream that claimed to offer superior benefits were found to be unsubstantiated. The complaints were upheld.