Top Story

Home >> Advertising >> Article

ASCI pulls up Patanjali, Cinthol Deo Stick, Uber, Naaptol among others for deceptive ad claims

20-September-2016
Font Size   16
ASCI pulls up Patanjali, Cinthol Deo Stick, Uber, Naaptol among others for deceptive ad claims

In June 2016, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 98 out of 159 advertisements. Out of 98 advertisements against which complaints were upheld, 39 belonged to the Education category, 25 in the Healthcare & Personal Care category, followed by 11 in the Food & Beverages category, six in e-commerce category and 17 advertisements from other categories.

Godrej Consumer Products’ Cinthol Deo Stick advertisement’s was pulled up for its claim“3X longer”. The advertisement, which indicates the product to be 3X better than all deodorants (all formats) has been tested against only two marketed products. Since these products do not represent the major market leaders/players and all the Deo product formats, CCC believes that the claim is not substantiated and is misleading by ambiguity and exaggeration.

Athena Life Sciences’ Hair for Sure ad maintained, “Meri maniye Main ek Trichologist – Baalon ka doctor, Isiliye I recommend Hair for Sure”, - a trichologist endorsing the product. This claim was not substantiated and was considered to be misleading by implication as the World Medical Trichologists Association (WMTA) certificate submitted by the advertiser only supports product quality and the certificate categorically states that it is not an endorsement for the product claim. Also, the claim, “Isme hai Rutexil – Ek breakthrough  comprehensive regrowth complex, which effectively “regrows hair from the roots”, was not adequately substantiated with clinical evidence. The claim, when read in conjunction with the visuals in the TVC showing significant regrowth of hair on bald patches, was considered to be grossly misleading. The supers in the Hindi TVC were not in the same language as the audio of the TVC.

Yet another advertisement from the same brand which claimed ‘to stop hair loss’ was considered to be false as some hair fall is natural and cannot be stopped. The claim was misleading by exaggeration. Furthermore, for the advertisement’s claims, “Hair Regrowth Treatment” and “Begin Hair growth”, the in vitro data submitted regarding the constituents stated that the constituents do help in hair growth. However, there was no evidence that this data is extrapolatable to in vivo situation to support hair regrowth claim.

Another product (Just for Moms Maternity Stretch Marks Prevention Lotion) from Athena Life Science was pulled up for its advertisement stating “Tested and Gynaecologist approved”. This claim was not substantiated with relevant data as the test was for skin irritation potential carried out in males and non-pregnant female subjects. Also, the advertisement’s claim, “Helps reduce stretch marks” was not substantiated and is misleading, CCC said.

Among food and beverages, Patanjali Ayurved’s Patanjali Juices claims, “Will you still drink expensive fruit juices with less fruit pulp or drink cheaper Patanjali fruit juices with more fruit pulp for good health and more saving.” This unfairly denigrated the class/category of fruit juices, CCC accused. Meanwhile, Patanjali Energy Bar which suggested “Chocolate ki buri aadat se chutkara payein”again unfairly maligned the entire class/category of chocolates.

Among educational institutes, CCC cracked the whip on LBS Institute of Management & Technology, Hierank Business School, ITM Business School, IMS Unison University and Indore Indira Group (Indore Indira Business School) for unsubstantiated claims in their ads.

In the e-commerce category, ibibo Group Private Limited  (Goibibo.com Refer and Earn scheme) was pulled up for its claim, “Refer friends to download app and get free hotel night stay for 1st referral + 1000 goCash”, where in reality, the advertiser has been only giving a Rs.1000 discount for one night stay.

While Uber India Systems’s flat Rs.10 offer was misleading by omission of the validity period, Naaptol Online Shopping’s Body Massage Cum Fat Burner claimed “local fat and cellulitis loss”, which was an exaggeration.

Policy Bazaar and Printvenue were also in the dock for misleading ads. Among others, Havells India, Kent RO Systems, LG Electronics India, Renault India and Asian Paints were also upheld for unsubstantiated claims.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business

Tata AIA Life Insurance Company is a joint venture company formed by Tata Sons and AIA Group that spans 18 markets in Asia Pacific

BBC First's second edition, featuring 12 shows, will start from July 16. It will be aired on weeknights at 10 and the repeat telecast will be at 10am.