Top Story

Home >> Advertising >> Article

ASCI asks P&G to withdraw or modify Oral-B ad

17-January-2014
Font Size   16
ASCI asks P&G to withdraw or modify Oral-B ad

The Advertising Standards Council of India (ASCI) has asked Proctor & Gamble (P&G) to withdraw or modify its Oral-B advertisement campaign for violating ASCI’s Advertising Code. Acting on a complaint against the print and TV advertisement, the ASCI noted that the claim of “Nine out 10 dentists agree that Oral-B Pro Health is the best toothpaste in India” is misleading as it is based on a faulty survey. ASCI upheld the complaint against the advertisement as it contravened Chapter 1.4 of the Advertising Code.

ASCI said, “The claim of ‘9 out 10 dentists agree that Oral-B Pro Health is the best toothpaste in India’, based on a dentists survey conducted by AC Nielsen in 2013, was considered misleading as the design of the survey itself was faulty. This was a survey conducted of a captive audience attending an Oral-B launch conference and post one trial-brushing. The advertiser has been asked to withdraw or to modify appropriately the said TVC and the print ad by January 23, 2014.”

Dr Ashok Dhoble, Honorary General Secretary, Indian Dental Association (IDA) said, “While exaggeration in advertising is widespread today, it is important that advertisers do not mislead the public with false claims. Any claim found to be false and misleading not only reflects poorly on the advertiser, it can deceive general public.”

He added, “The IDA is the apex body of dental professionals in India, with over 100,000 dentists as members, and we are disappointed that a leading advertiser like P&G used faulty research to make false claims about its recently introduced toothpaste brand, Oral-B. The ad not only misguides the public, but also misrepresents the views of the dental profession in India. Such deceptive and unethical practices should be avoided.”

The Advertising Standards Council of India is a self-regulatory council, which sets advertisement standards for the industry.
 

Tags Advertising Standards Council of India Proctor & Gamble Oral-B Indian Dental Association Dr Ashok Dhoble AC Nielsen

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.