96 complaints against ads upheld in February 2013: ASCI

The Consumer Complaints Council (CCC) of ASCI witnessed a sharp increase in the number of complaints against ads in Healthcare category in February 2013. The 36 complaints upheld in the healthcare category have surpassed that of the Education category of which most claim to guarantee 100% job placements.

HEALTHCARE
Dabur India Ltd’s Dabur Chyawanprash print ad claimed that “Dabur Chyawanprash provides 3 times more immunity”, “Helps improve the ability to fight illness by 3 times”, “ONLY Dabur Chyawanprash provides immunity”. The advertisers were not able to substantiate the claim with necessary support and data. The advertisement contravened Chapter I.4 of the Code and the complaint against the ad was UPHELD.

FOOD & BEVERAGE

Complaints against the following claims made in print advertisements by six different advertisers were upheld by CCC:

CIBA MASALA UDYOG - Ciba Taaza Spices claimed that it ”is approved by food safety and standard authority of India (FSSAI)”, “Highest seller of branded Masala in Rajasthan”.

KALEESUWARI REFINERY P.LTD - Gold Winner Sunflower Oil claimed that it is “India’s largest selling Refined Sunflower Oil”.

ANKUR CHEMFOOD LIMITED - Ankur Salt claimed that it is “No.1 salt of our country”, “World’s largest salt refinery”.

VIMAL OIL & FOODS LIMITED - Vimal Lite Table Migarine claimed that it “is India’s largest selling table margarine”.

UNITED SPIRITS LTD - McDowell’s No.1 Water & Soda claimed that it “is the No.1 drinking water”.

MEHAR HERBALS - Mehar Arjun Tea claimed that “One cup tea, protect yourself from heart attack”, Mehar Herbals “has discovered a magical tea formula that is Panacea for Heart ailments”, Mehar tea “cures heart disease – decreases level of cholesterol – regularizes heart beat”, “controls blood pressure – increases haemoglobin – opens up veins and valve”, “reduces obesity – reduces mental and physical fatigue – increases hunger”, “beneficial in piles – beneficial in typhoid, liver ailments, hepatitis and jaundice”, “freedom from urinary blockage and kidney disease – passes out toxin from body”, “improves eye sight – enhances beauty and complexion – protects from cancer”, “improves “bal and shukra” – prevents prameh (peshab mein dhaatu)”.

All these claims needed to be substantiated with necessary support data and test reports of efficacy. In the absence of comments from the advertisers, the CCC concluded that the claims mentioned in the advertisements and cited in the complaints were not substantiated. The advertisements contravened Chapter I.1 of the Code. Complaints against these ads were UPHELD.

During the month of February, the CCC also received complaints against 15 advertisements. The complaints were received against the advertisements of CADBURY INDIA LTD – Bournvita, BRITANNIA INDUSTRIES LIMITED – Britannia Good Day Biscuits, LENOVO INDIA PVT LTD – Lenovo Exclusive Store, LUMINOUS POWER TECHNOLOGIES P. LTD – Luminous Range, JUBILANT FOOD WORKS LIMITED – Domino’s Cheesy Boloroni Pizza, BERGNER IMPEX INDIA PVT LTD – Bergner Austria Kitchenware, INTERCRAFT TRADING PVT LTD – Rouge Plump Lipstick, HINDUSTAN UNILEVER LTD – Close Up Toothpaste, CELKON IMPEX PVT LTD – Celkon Smartron Mobile, SHREE CEMENT – Ultra Red Oxide Cement, BACARDI INDIA PVT. LTD. – Bacardi Music CD’s – Beach,DKT INDIA – DKT Condoms, QUIKR INDIA PVT. LTD., VOLKSWAGEN GROUP SALES INDIA PVT. LTD., COLGATE PALMOLIVE (I) LIMITED – Colgate Total Advanced Whitening Toothpaste. However, as these advertisements did not contravene ASCI’s codes or guidelines, the complaints were NOT UPHELD.

Advertising Standard Council of India (ASCI) is a self-regulatory voluntary organization of the advertising industry. The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) is in dealing with Complaints received from Consumers and Industry, against Advertisements which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising. ASCI's National Advertising Monitoring Service has been instrumental in rigorously tracking most of the advertisements being released across print and television. The Advertising Standards Council of India (ASCI) was established in 1985 and works to ensure the protection of the interests of consumers. Its main objective is to promote responsible advertising, thus enhancing the public's confidence in advertising.

In December 2012, 43 out of 50 complaints were upheld; while in July 2012, only 25 out of 131 complaints were upheld being the least whereas in January 2013, 99 of 108 complaints against advertisements were upheld by ASCI.