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Ads that are misleading, exaggerated banned

Tuesday, October 23, 2018
By Raju Vernekar

In its recent evaluation, the Advertising Standards Council of India (ASCI) has upheld complaints against 89 advertisements, belonging to different sections, including healthcare, from a total of 145  advertisements.

It investigated complaints against 208 advertisements of which the advertisers of 63 advertisements, promptly ensured corrective action. Of the 89 advertisements wherein the complaints were upheld, 27 belonged to the education sector, 25 to the healthcare, 15 to the food and beverage category, five to personal care and 17 were from the “other” category.

The advertisement of “Rasna” a celebrity Kareena Kapoor claimed that the drink was 'Natural Fruit Energy', which was misleading consumers regarding the nature of product benefit and contravened the guidelines for celebrities in advertising. The ad of 'Complan' (Kraft Heinz) claimed that its one cup was equivalent to one egg. Pepsico’s Tropicana Essential-Fruit and Veggies did not provide any evidence to show that it was a 'New' product.

The advertisement of Spice Jet showed a man inserting loose wires into a power socket and getting an electric shock. The ad was unsafe and a dangerous. In Malayala Manorama’s, actor Dulquer Salman was seen providing lift to people without wearing a seat belt, which was unsafe and violated rules.

Under healthcare, an advertisement of RJR Herbal Hospital, Tamil Nadu, claimed that the diseases like spondylitis, psoriasis can be cured completely within one or two months and it will be a lifelong cure.

Moreover, an advertisement of  Fortis Healthcare Ltd claimed that 'The most trusted destination for Cancer treatment', which was unsubstantiated and was not backed by any survey data. Its another advertisement claimed 'The most trusted destination for all types of brain and spine disorders', which again was not substantiated.

Under personal care category,  the ad of Hindustan Unilever’ claimed that Lifebuoy soap was 'recommended by doctors'. This was emphasized by the celebrity posing as a doctor wherein she said 'doctor se suno'. Venus Creme bar of RSPL claimed that it is made of natural cream that goes to the depth of the skin. This was not substantiated and was  misleading by ambiguity and implication.

In education category the ad of Koneru Lakshmaiah Charities, Karnataka, claimed that it was 'Deemed to be University'. The claim was misleading and there appeared to be a deliberate attempt to downplay the words 'Deemed to be' in terms of font size, colour and weightage. Sreedhar's CCE’s claim  '225 Final Selections from Jan 2018 to Apr 2018', was inadequately substantiated.

Reliance Jio Infocomm’ claimed that it was World’s largest mobile data network. The advertisement of claimed that 'Here’s Rs. 300 on us'. The advertisement was misleading since it did not provide the conditions of the offer.

Other ads objected to by ASCI included: Nirvana Diamond Jewellery, Asmi Diamond jewellery,   Nakshatra Diamonds, Gitanjali Jewels, Gili, Sangini Diamond Jewellers and Republic TV.

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