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ASCI upholds 132 complains in October

MUMBAI: Ad watchdog Advertising Standards Council of India (ASCI) has upheld complaints against 132 advertisements of the 169 it received in October 2013.

ASCI’s Consumer Complaints Council (CCC) found the largest number of misleading ads in the education, health and personal care category as the complaints keep increasing against them every month. Media, on the other hand, seems to have found a way out from the CCC’s grasp as this month too saw no complaints in the sector.

In the telecom sector, an ad against Tata Teleservices Ltd for Tata Docomo was upheld as it depicted kids dancing in their bare minimums. The CCC concluded that some frames in the TVC showing ‘scantily clad children’ objectify a child’s body, which is likely in the light of generally prevailing standards of decency and propriety, to cause grave offence. The advertisement contravened Chapter II of the Code.

The health and personal care category witnessed 92 ads being misleading or false or not adequately/scientifically substantiated and hence violating ASCI’s Code. Some of the health care products or services ads also contravened provisions of the Drug & Magic Remedies Act.

Some of the advertisers included Eli Pharmaceuticals Pvt Ltd, Sanjeevani Homeopathic Medical Center, Shape & Glow, Procter & Gamble Hygiene & Health Care Ltd, Dabur India, LÓreal India and Hindustan Unilever Ltd amongst others.

Hindustan Unilever Ltd was also pulled up in the homecare category for its TVC of New Domex Zero Stain, as its claim support data was not considered to be adequate to claim ‘zero’ values in the context of the TVC.

In the education sector, CCC upheld 25 print ads which were not substantiated violating the ASCI Guidelines for Advertising of Educational Institutions.

In the consumer durables sector, Havells India Ltd’s ad of Havells Wires contravened Chapters I.1 and I.4 of the code, Elgi Ultra Industries Ltd’s ad for Endura Pressure cookers contravened Chapters I.1, I.4 and IV.1 (e) of the code and Kent Ro System Ltd’s ad for Kent Mineral RO Water Purifier contravened Chapters I.1 and I.4 of the code.

The CCC also pulled up Bajaj Auto Ltd in the auto sector for its TVC on Bajaj Discover, where actions depicted were considered to be dangerous. The advertisement contravened the Guidelines on Advertisements for Automotive Vehicles and minimum lettering size and duration requirement of ‘Supers’. The advertisement contravened Chapters III.3 and III.4 of the Code.

The food and beverages category witnessed eight advertisements contravening ASCI’s code, while CCC also upheld complaints against Kalyan Jewellers, Titan Industries Ltd and others.