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ASCI brings 41 ads under its scanner; six ads withdrawn

15-September-2009
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ASCI brings 41 ads under its scanner; six ads withdrawn

The Advertising Standards Council of India (ASCI) has bought 41 ads under its scanner for the period April-June 2009, of which six ads have been withdrawn, while seven have been modified. Eight ads that were upheld by the Consumer Complaints Council (CCC) are still awaiting assurance of compliance from the advertisers/ad agencies ensuring that the claims would not to be repeated. Eighteen ads were not upheld by the CCC.

Amongst the ads that have been withdrawn is the one for Videocon Washing Machine. The complaint made was that the advertiser should substantiate the claims on how the product qualifies as being eco-friendly. The claim was not substantiated and hence has been withdrawn. Another ad that has been withdrawn is that of Diageo for being a surrogate ad for a liquor product (Smirnoff, in this case). An ad of Rajasthan Patrika was also withdrawn as it mentioned the circulation figures of all publications as ‘as per internal estimated’, which does not quote an independent reputed research institute.

Other ads that have been discontinued include a United Spirits advertorial, a TVC for Telemax and the Hyundai Motor India ad for Verna. The Hyundai ad was issued in print and was withdrawn for its Headline being similar to the headline copy created and released for Ford Fiesta.

Under the ads that were modified include a TVC for Surya Roshni Ltd as it had claimed that Surya tubelights last three times longer than others. The claim made was found to be misleading, and thus the TVC was modified. A Bajaj Auto Ltd TVC has also been modified appropriately by the increasing the size of the cautionary message under the Clause C of the guidelines on advertisements for auto vehicles. On the same lines, another ad from Hero Honda assured appropriate modification of it TVC.

Eighteen ads that were bought under the scanner were not upheld by the CCC. These are Colgate Palmolive for Colgate Super Flexible Toothbrush; Perfetti Van melle for Alpenliebe Chocolate; Lufthansa German Airlines created by McCann Erickson; Bajaj DTSi created by O&M India; Philip Morris; Interglobe Aviations Ltd; Rupa & Co; SBI; HUL for Dove cream bathing bar; Kellogs India for Chocos brand and Special K; Perfetti Van Melle for Protex Happydent; and Maruti Suzuki for Swift Dzire.

There were another set of eight ads that were upheld by the Consumer Complaints Council (CCC) as they are still awaiting assurance of compliance from the advertisers/ad agencies ensuring that the claims would not to be repeated. One of them included an ad of Wrigley India for Orbit chewing gum on the basis of misleading claim implying that the product benefits oral health.

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