ASCI upholds only one complaint during this season
Moneylife Digital Team 28 May 2010

Summer is seeing a decline in the number of misleading advertisements. ASCI has forbidden airing of one commercial out of ten complaints in March

The Consumer Complaints Council (CCC) of the Advertising Standards Council of India (ASCI) has upheld only one complaint out of the ten complaints filed by consumers against advertisers. Nine other advertisers successfully justified claims made in the advertisements or were within defined parameters and hence were given permission to go ahead with their ads.

Kimberly-Clark Lever Private Limited’s ‘Huggies Dry Comfort’ advertisement claims that they possess the best diaper leading to ‘88% of parents in India going gaga over their product’. However, the claim is based on their internal survey, which is insignificant. CCC believes that the claims in the advertisement are false, misleading, and attempt to confer an artificial advantage on Huggies by citing a non-independent source which is neither reliable nor authentic in respect of rating or grading of diapers in India. Kimberly-Clark Lever Private Limited has agreed upon complying with the decision by discontinuing the ad.

According to ASCI’s secretary-general, Alan Collaco, “Involvement from consumers is on the rise and hence this month we received over 120 complaints. However, on further inspection, we only found one brand contravening the defined norms.”

Brands whose complaints were not upheld are Sugar Free Natura–Diet Sugar, Pampers Active Baby Diapers, Gillette India Ltd, T.I.M.E., Godrej Hair Dye, Sensodyne Toothpaste, Castrol Lubricants, Listerine Mouthwash, Reliance Big TV Limited, and Set Wet Zatak Deodrants.

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