Pepsodent, Dove ads come under regulator scanner

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Hindustan Unilever’s Pepsodent Expert Protection toothpaste and Dove Hair Fall Treatment shampoo were among the products, which came under the scanner of Advertising Standards Council of India in September. The self-regulatory voluntary organisation of the advertising industry upheld complaints against 15 out of 22 advertisements, against which complaints were lodged.

ASCI upheld the complaint against Pepsodent Expert Protection toothpaste saying that the visual depiction of the toothpaste in the advertisement having the triple benefit of a toothpaste, floss and mouthwash was not adequately substantiated. Similarly, the claim made by Dove Hair Fall Rescue Treatment that the shampoo nourishes hair and makes the roots strong in just two weeks was not proved.

ASCI also upheld the complaint against Kimberly-Clark Lever’s Huggies Total Protection Diapers, which in its TV commercial claims that the product is clinically proven to prevent diaper rash. There is no clinical data on Huggies to support the claim.

A few educational institutions, including AIHM Institute of Hotel Management, G-NET Business School Computer Education and Poddar Group of Institutions came under the scanner for placement claims they had made in their TV commercials. Speedwings Aviation Academy’s claim of being world’s No 2 aviation academy was also not substantiated.

ASCI also upheld complaint against Panasonic India for not providing sufficient data to substantiate the claims in the print advertisement that its inverter saves up to 40 per cent energy, Econavi products saves up to 10 per cent energy and refrigerators have international safety standards.

ASCI also found that GlaxoSmithKline Pharmaceuticals’ advertisement of Rota Virus Vaccine saying, “The vaccine is the only way to reduce the incidence of infection and the fact that techniques like hand washing do not help,” is a misrepresentation of facts.

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