The Hindu Business Line : ASCI not impressed with P&G, HUL face cream ads

Mumbai, Nov. 26 Face creams promising anti-aging miracles and flawless skin were under Advertising Standards Council of India (ASCI) scanner for the period between July and September.

P&G’s Olay Total Effects, with claims of being “India’s best anti-aging cream”, was made to withdraw its TV commercial (TVC) as it was “completely unsubstantiated and unqualified and a mere attempt to mislead consumers”.

The complaint received by ASCI stated that it was unclear on what basis the claim was being made by the MNC and that substantiating such a strong claim would amount to disparaging all other anti-aging products sold in India.

Meanwhile, HUL’s Fair & Lovely TVC showed shots with a central focus on an unbranded jar which clearly resembled P&G’s Olay Total Effects jar.

Considering the P&G brand was being targeted by HUL quite blatantly, the advertiser decided to take it off the air before ASCI asked the FMCG major to withdraw its ad.

HUL’s other skincare brand, Ponds Flawless White, also came under the scanner as its claim was highly exaggerated, unsubstantiated and would mislead consumers.

The fact that HUL’s Ponds ‘flawless white’ was expected to completely erase dark spots and scars and all other facial skin imprecations was not a credible claim ASCI felt, and the advertiser has assured appropriate modification in its ad.

Off the show

The claim by HUL’s other brand, Ponds Age Miracle, of performing a “miracle” on the consumer’s skin within a 7-day period was also not accepted by ASCI. In fact, realising the false claims made by its brand, HUL decided to take it off the air before ASCI could send it a notice.

Misleading

Even L’Oreal-owned Garnier skincare brand’s claim of making skin tones fairer in just 7 days was considered to be misleading to consumers.

In the ad, a fairness scale is used to show different scales or shades of fairness where individual results may vary after using Garnier Light Fairness and dark spots prevention daily moisturiser.

The ad, created by Publicis India, was not seen as credible by ASCI. The advertiser has assured appropriate modification of the claim.

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