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FMCG firms pulled up for misleading ads
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Saturday, 05 January, 2008, 08 : 00 AM [IST]
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Hindustan Unilever, Henkel India and Proctor and Gamble have been pulled up by the Advertising Standard Council of India (ASCI) for placing misleading advertisements during July-September 2007.
The FMCG majors were among 11 companies against whom complaints were upheld by the Consumer Complaints Council (CCC) of ASCI for placing misleading ads during the period.
Subsequently, Hindustan Unilever had to modify a television commercial of its Vim dish wash liquid, which according to the CCC, was misleading. The commercial claimed just one drop of Vim liquid was enough to clean utensils. It also claimed that 'New Vim drop had 10 times more lime power than the bar.'
Based on the complaint, the advertiser had to substantiate that "one drop" of Vim could indeed produce the same effect as visually depicted and claimed in the voice over of the commercial.
The ad had to be modified as the 'cleansing protocol' provided in the report by the advertiser did not appear in the advertisement.
Similarly, Henkel India had claimed in an ad for its liquid dish wash Pril that each drop contained active ingredients that removed grease better than a bar.
According to the CCC, the company also could not substantiate its claims made in the advertisement. Subsequently, the advertiser conducted a cleaning efficiency test with an independent lab and provided a copy of the report to CCC.
Even Proctor and Gamble had to assure of appropriate modifications in its TV commercial for its Tide detergent powder, which claimed that one tablespoon was enough for washing a bucket of clothes.
According to a complaint, the advertiser contradicted its own statement as the instructions on the packet said "one scoop", not "one spoon". was required to wash a bucket of clothes.
Besides the FMCG majors, other firms against whom complaints were upheld by the CCC are United Spirits, Coca Cola India, Perfetti Van Melle, Mahindra Renault, KBM Marketing and Rajvansh Clinic.
- Agencies
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