ASCI rules against 34 ads over the last five months
31 May 2011
Advertising Standards Council of India's (ASCI's) Consumer Complaints Council (CCC) has upheld complaints against 34 advertisements, between November 2010 and February 2011, in the FMCG, personal accessories, media, automobile, healthcare, education and alcohol sectors among others.
The complaints received on advertisements of HUL, Procter & Gamble, L'Oreal, Dabur, Dish TV, Kent RO Systems and Shree Maruti Herbal questioned the leadership comparisons or comparative benefits claimed by these brands in their advertisements with similar products available in the market.
Following CCC's intervention, appropriate modifications were made or the advertisement itself was discontinued. In case of ITC's Vivel brand, the portrayal and projection of women with dark skin led to the discontinuation of the advertisement.
Dainik Bhaskar's and Pudhari's advertisements came under the CCC scanner as a result of complaints made on their claims. As these claims were not allowed by the CCC, the ads were withdrawn.
In the automotive sector, TVS Motor Company's advertisement that used stunts for depicting the power or capacity of the advertised vehicle product was found to contravene clause C of the ASCI guidelines on advertisements for automotive vehicles. The advertisement has been modified by the company.
Advertisements by Hyundai Motors and Ceat Ltd were also brought under the discretion of the CCC, following which Ceat's TVC has been modified due to the dangerous practices displayed while Hyundai's TVC has been altogether withdrawn.
