Complaints against ads of Dove shampoo, Durex condom, Livon upheld in Jan 2018 by ASCI

The Advertising Standards Council of India upheld complaints against 171 advertisements, out of a total of 247 advertisements that were evaluated by it

e4m by exchange4media Staff
Updated: Apr 6, 2018 7:28 PM

In January 2018, Consumer Complaints Council (CCC) of The Advertising Standards Council of India (ASCI) upheld complaints against 171 advertisements, out of a total of 247 advertisements that were evaluated by it.

ASCI’s suo moto surveillance had picked up 148 advertisements, out of which objections against 130 were upheld. Further, 99 complaints against advertisements were received from the general public and industry members, out of which 41 complaints were upheld by the CCC. 

Out of the total 171 advertisements against which complaints were upheld, 118 belonged to the healthcare sector, 16 to the education sector, 10 to the food and beverages category, five to personal care and 22 were from the ‘others’ category.

Gross exaggeration of product efficacy was the number one reason for upholding the complaints, followed by violation of the Drugs and Magic Remedies Act (DMR Act) and the Drugs and Cosmetics Rules (D&C Rules). The other reasons were failure to provide substantial facts and figures to support claims, and delivering advertisements which were misleading by ambiguity and/or by implication. 

Shweta Purandare, ASCI Secretary General, said, “ASCI associates with government bodies to ensure an effective self-regulation process. We have completed a year of our association with the Ministry of AYUSH. AYUSH is among top three sectors where we find a high incidence of misleading advertisements. The advertisements in the AYUSH sector claiming treatment of certain diseases in violation of the Drugs and Magic Remedies Regulations have been a cause of concern. With support from the Ministry of AYUSH, we hope to change this scenario so that advertising is legal and ethical.” 


Some of the companies whose advertisements attracted complaints that were upheld are: 

Healthcare: Antarrashtriya Deepak K M Hospital, Nadi Vaidya Tomar Rahul, Jolly Healthcare (Jolly Vaseir Gel and Capsules) and Reckitt Benckiser (India) Pvt. Ltd (Strepsils). 

Personal Care: Marico Ltd (Livon Hair Serum), Hindustan Unilever Limited (Dove Environmental Defence Shampoo) and Reckitt Benckiser (India) Pvt Ltd (Durex Condom).

Marico Ltd (Livon Hair Serum) advertisement’s claim, “Best Hair Serum”, was not substantiated with verifiable comparative product test data of the advertiser’s product and other competitor products and the claim was found misleading by exaggeration and implication. Hindustan Unilever Limited (Dove Environmental Defence Shampoo) advertisement’s claim, “New Dove Environmental Defence with Lotus extracts detoxifies hair”, was inadequately substantiated and was found misleading by implication and exaggeration. Reckitt Benckiser (India) Pvt Ltd (Durex Condom) advertisement content was not considered to be educative. It was concluded that some of the scenes in the advertisement appeared to be indecent/inappropriate for viewing by children and hence not suitable to watch during family viewing time.

Education: Think & Learn Pvt Ltd. (Byju’s – The Learning App)
Food and Beverages: Kamal Kant and Company Llp (Rajshree Pan Masala), Puro Wellness Pvt Ltd (Puro Healthy Salt), Rasna International Pvt Ltd (Rasna Native Haat Honey), GlaxoSmithKline Consumer Healthcare Ltd (Horlicks) and GlaxoSmithKline Consumer Healthcare Ltd (Horlicks Growth Plus).

Others: Indian Oil Corp Ltd (Servo Oil), Hindustan Unilever Ltd (Surf Excel Matic Liquid), Reckitt Benckiser (India) Pvt. Ltd (Harpic), Hindustan Unilever Ltd (Vim Bar), Samsonite South Asia Pvt Ltd. (Samsonite Bags), Viacom 18 Media P. Ltd (Voot app) and Zee Entertainment Enterprises Ltd (Zee Business).

SUO MOTO Surveillance by ASCI
The advertisements given below were picked up through ASCI’s suo moto surveillance of Print and TV media via the National Advertisement Monitoring Services (NAMS) project. Some of the companies whose advertisements features in this list are:

Healthcare: Lotus Herbals Limited (Lotus Herbals Youth RX), Apollo Hospitals Enterprise Limited, Eye-Q Vision Pvt Ltd (Eye Q Eye Hospital), Hair Fair Skin Clinic, Speedwell Botanical Pvt Ltd (Speedwell Botanical Range of Products- Perfekt Slim Tablets), Dr. Shah’s Hair Clinic and Hair Doc Trichology Hair Clinic.

Personal Care: Speedwell Botanical Pvt Ltd (Speedwell Botanical Range of Products Tripura Herbal Hair Oil) and Amar Products India (Collegian Cream).

Education: S K Educations Pvt Ltd, ASM Group of Institutes, Kautilya Academy and Zorba A Renaissance Studio, VLCC Institute, Apollo College of Veterinary Medicine and Siddhi Vinayak Institute of Technology & Sciences.

Food & Beverages: Ruchi Soya Industries (Sunrich Sunflower Oil)

Others: Natraj Aatamaker,, Sri Om perfumery – (Sri Om perfumery agarbatties), Eurofobes Tech Pvt Water Ltd Water (Eurofobes Purifier), MRF Ltd & MRF Tyres Services (T&S), Bosch Home Appliances (Bosch Washing Machine) Pvt Ltd and One Mobikwik Systems Pvt Ltd (Mobikwik).

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