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The Consumer Complaints Council (CCC) of ASCI found some advertisements of Bharti Telemedia, Gillette India, Piramal Healthcare misleading.
?Advertising Standards Council of India (ASCI) has upheld complaints against six advertisements aired recently. These advertisements included those of telecom and FMCG companies including Bharti Telemedia, Nuzen Herbal, Gillette India, Piramal Healthcare and Space Age Multiproducts,? said an ASCI statement.
With regard to Bharti Telemedia there were two complaints ? one on SMS communication and another on a TV Commercial (TVC).
The CCC found that the claim made in the SMS advertisement that Airtel Digital TV Recorder as ?High Definition' misleading.
The TVC of Airtel DTH service's offered ?free regional pack for lifetime'. But as its DTH license is ?valid upto May 2018', the offer of ?free regional pack for lifetime', was found to be misleading.
Following decisions upholding Airtel DTH's both complaints by the CCC, the advertiser discontinued the TVC and its SMS campaign was suitably modified.
In FMCG, the CCC upheld complaints against Nuzen Herbal and Gillette India.
The Nuzen Herbal advertisement claimed hair growth following the use of NuZen Gold Hair Oil. However, this claim was not substantiated with technical data through clinical research.
While the advertisement by Gillette India claimed 99 per cent plaque removal for its higher priced Oral B Cross Action Pro-Health Toothbrush priced at Rs 69 ? but the same advertisement also announced lower price of Rs 13 only for another brush, Oral B Shiny Clean.
The CCC concluded that juxtaposing in the same advertisement of higher priced toothbrush with strong efficacy claim along with lower priced not same quality toothbrush will mislead consumers to believe that the lower priced Oral B Shiny Clean brush delivers the 99 per cent plaque removal which it cannot. Piramal Health Care had claimed in its Nutrional Supplement advertisement, Superactiv Complete money back guarantee if failed to provide complete energy in eight day.
CCC concluded that in absence of independent scientific study the claims made in the Superactiv's TVC were not substantiated and hence, misleading. CCC also concluded that claim of ?for healthier body, for a positive mind' made in the print advertisement for Morning Walker marketed by Spaceage Multiproducts were not adequately substantiated scientifically. bindu.menon@thehindu.co.in
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