The Consumer Complaints Council (CCC) of Advertising Standards Council of India (ASCI) has upheld complaints against six advertisements in the month of October 2010. These advertisements related to the product messaging of telecom and FMCG companies including Bharti Telemedia Ltd, Nuzen Herbal Pvt Ltd, Gillette India Ltd, Piramal Healthcare Ltd, and Space Age Multiproducts Pvt Ltd.
With regard to Bharti Telemedia, there were two complaints that had come to ASCI , one reagrding an SMS communication and another on a TV Commercial (TVC). The CCC found that the claim made in the SMS ad that Airtel Digital TV Recorder is "High Definition capable" is misleading., The TVC of the Airtel DTH service’s offered “Free regional pack for lifetime”. But as its DTH license is “valid upto May 2018”, that claim was found to be misleading by the CCC. Following decisions upholding Airtel DTH’s both complaints by the CCC, the advertiser discontinued the TVC and its SMS campaign was suitably modified.
In the FMCG sector, the CCC upheld a complaints against ads by Nuzen Herbal and Gillette India. The Nuzen Herbal advertisement claimed hair growth following the use of NuZen Gold Hair Oil. However according to the CCC, this claim was not substantiated with technical data through clinical research. The advertisement by Gillette India claimed 99% plaque removal for its higher priced Oral B Cross Action Pro-Health Toothbrush priced at Rs. 69/- but the same ad also announced a lower price of Rs 13 only for another brush, Oral B Shiny Clean. The CCC concluded that juxtaposing in the same ad of higher priced toothbrush with strong efficacy claim alongwith a lower priced toothbrush of a different quality will mislead consumers to believe that the lower priced Oral B Shiny Clean brush delivers the 99% plaque removal which it cannot. Post these decisions NuZen Herbal withdrew its ad and Gillette India modified the concerned ads.
In the healthcare sector, complaints against two ads were upheld by the CCC. Piramal Health Care Ltd had claimed in the ad for its nutrional supplement Superactiv, a complete money back guarantee if the product doesn't work in 8 days, and the claim that it provides energy for the whole day. CCC concluded that in the absence of independent scientific study the claims made in Superactiv’s TVC were not substantiated and hence, misleading. CCC also concluded that claim of “for healthier body , for a positive mind” made in the print ad for Morning Walker marketed by Spaceage Multiproducts Pvt Ltd were not adequately substantiated scientifically. Also its claim of “Medically Endorsed” was not substantiated with authentic certification from concerned medical institutions or bodies.