ASCI reviews 27 ads till September 2008

The Advertising Standards Council of India (ASCI) reviewed 27 advertisements for the period July-September 2008. Out of the 27, nine ads have been withdrawn, five  have been modified and 12 others were not upheld by the Consumer Complaints Council (CCC), while one was considered to be a non-issue by the CCC.
 
P&G's 'Olay Total Effects' ad was withdrawn as it states that Olay is 'India's best Anti-Ageing Cream'. As per ASCI, the claim made was completely unsustainable and unqualified and was a mere attempt to mislead the consumers. As the advertisement did not provide statistics and significant data, the ad had to be withdrawn.
 
The other ads that were withdrawn were Tata Sky, HUL's Fair & Lovely, Ponds and Samsung Guru 200 mobile TVC.
 
In the print category, the Alkem Laboratories ad, which had featured in DNA, has been withdrawn. The print ads of Samsung Bio Sleep Air-Conditioners have been suspended temporarily as the ad's claims of being 'designed to give you the deepest sleep' and 'They work with your bio-rhythm to adjust the room temperature' were not sustainable.

Yet another ad in the print category, that of Triveni Media Ltd featured in Economic Times has been withdrawn on the basis of the complaint that the ad is offensive.

The radio spot of RG Stone Urology and Laparoscopy Hospital is off air since 9 September 2008, as the ad asked ladies who suffer from irregular or heavy periods to  get rid of their troublesome uterus by contacting RG Hospital.

The ads that were modified are: Amara Raja Batteries, Yum! Restaurants, Ponds, Axe from HUL, and Garnier Light from L'Oreal.

The Amara Raja Batteries ad claimed to be 'India's most powerful battery - Last long' and appeared on the company website. Yum! Restaurants TVC, was modified as the visual depiction of a driver licking his finger implied that he had been eating whilst driving, which could result in harm to the driver/ passengers.

The Axe Chocolate TVC, too, came under the scanner as it was found to be in bad taste and vulgar, as it shows the girl licking and biting the boy. These actions were considered to be highly objectionable. As for the Ponds and Garnier light, both the TVCs have been appropriately modified as the claims were not sustainable adequately.

There were 12 more ads that were bought under the scanner, but were not upheld by the CCC. They are Sony Entertainments DLF IPL success story, Tata Motors, Big Flicks, Deccan Chronicle, Kothari Products' Pan Parag Pan Masala, Samsung Mobile, ITC Ltd's Fiama Di Wills Skinsense Soap, Kent mineral water purifier, Hyundai Motor India, Department of Environment - Plastic Bags, and NDTV Imagine for promoting the serial 'Ramayana'.

One ad was brought under the scanner for a non-issue by the CCC. It is of Planet Retail Holding's Seventeen India which states, 'Get Lippy and prevent HIV'. According to the Council, the magazine is for pre-teens and teens. General levels of knowledge about HIV are still very low. However, the advertisement is dangerously misleading and gives wrong information by implications. Hence, the Council declared that the advertiser did not advertise the product and the magazine in its editorial had misprinted the headline.