Top Story


Home >> Advertising >> Article

ASCI brings 7 ads under the scanner; 5 ads withdrawn

Font Size   16
ASCI brings 7 ads under the scanner; 5 ads withdrawn

The Advertising Standards Council of India (ASCI) has released its Consumer Complaints Council (CCC) decision report for the months of May and June 2010. A total of seven ads had been brought under its scanner, of which five ads have been withdrawn, while two have been modified.

For the month of May, Johnson & Johnson (Stayfree Secure Ultra Thin Napkins) and Scorpio Enterprise (Natraj Atta Maker) were questioned for their claims and were asked to modify their claims. For the month of June, companies like Reliance Communications’ CDMA Plan, Parle Agro LMN Juice, and Volkswagen Polo were asked to withdraw/ discontinue their ads.

Advertisements with claims that might not be exclusive just to one particular product can mislead the consumers and that’s exactly what happened with the J&J Stayfree Secure Ultra Thin Napkins TVC. The TVC claimed that due to a super absorbent polymer, the heavy flow was converted into gel form and was locked. But this benefit is also provided by other sanitary napkins without any super absorbent polymer. The TVC also made a comparison with another product – Whisper Choice (which has similar orange packaging). According to the CCC decision, the TVC did not denigrate the competitor’s product, however the communication misled and hence, the advertiser was asked to modify the commercial appropriately.

In the case for Scorpio Enterprise’s Natraj Atta Maker, the ad made three claims, one of which was that it saved grains up to 25 per cent, which had not been substantiated. Hence, post CCC’s decision, the advertiser promised withdrawal of the misleading claims.

The TVC for LMN Juice from Parle Agro was thought to have hinted at racism by portraying Africans in a bad light and hence, it has been withdrawn. The basis was that it had undernourished stereotypes as Africans, which could be viewed as racist.

As for Reliance Communications Ltd, the unsubstantiated claims made regarding both Net Calls and Reliance CDMA Plan resulted in the withdrawal of both the ads. They claimed that net calls were unlimited, while the CDMA plan gave unlimited talk time. But both these plans are subject to certain limits, which were not mentioned in the ads. Under Chapter I.1, these claims were not substantiated and thereby discontinued.

In the auto sector, the new Volkswagen Polo car ad campaign under scrutiny under Chapter III.4 and has been discontinued as it was found to have violated the Performing Animals (Registration) Rules, 2001. This has been done with respect to the advertisements with the rhino as well as the buffaloes as both these ads portray violence against animals.

Apart from these, complaints made against Mankind Pharma Ltd (Don’t Worry Sanitary Pads), Kalyan Jewellers, State Bank of India (The Banker to Every Indian), Bajaj Allianz Life Insurance Co Ltd (Bajaj Allianz Shield Plus), T. I. M. E.(IIT-JEE 2011/ 2012), Henkel India Ltd (Pril Power Gel), Career Launcher (I) Ltd (CAT’09, GMAT’09, CET’09 Results), Coca Cola India Pvt Ltd (Thums Up – Thunder Wheels Offer), Kerala Co-operative Milk Marketing Federation Ltd (Milma Ice Cream), Max Bupa Health Insurance Company Ltd, GlaxosmithKline Consumer Healthcare Ltd (Horlicks), Travel Guru (, Paras Pharmaceuticals Ltd (Zatak deodorant) and Noesis Education and Management Services (Free CAT – 10 Workshop) were not substantiated.

Tags ASCI Consumer Complaints Council Johnson & Johnson

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3