The Advertising Standards Council of India (ASCI) has banned 232 advertisements running in print media and TVs, including an advertisement in which Indian cricket Captain Virat Kohli, was endorsing a bike brand shown driving rashly and violating traffic rules, manifesting a disregard for safety.
In another advertisement, Bollywood actress Alia Bhatt was found to endorse a shampoo claiming to keep hair non-stop fresh for up to 72 hours which was also banned by the ASCI.
A total of 389 complaints was probed by the Consumer Complaints Council (CCC) during October and November 2018. The advertisers took corrective action in 112 cases while 232 advertisements have been banned for violating Broadcast Audience Research Council (BARC) guidelines.
Of these 232 advertisements, 95 belonged to the education sector, 53 to the healthcare sector, 36 to the food and beverages sector, 23 to personal care, and 20 were from the ‘others’ category.
According to ASCI, in the Hero MotoCorp Ltd (Hero Xtreme 200r) advertisement, cricketer Virat Kohli is seen driving rashly in normal traffic conditions. The advertisement portrays violation of traffic rules, shows dangerous practices and manifests disregard for safety. The advertisement showed speed manoeuvrability in a manner which encourages unsafe or reckless driving which could harm the driver and general public.
“In the L’Oreal advertisement, Bollywood actress Alia Bhat claimed, “Makeup off in just one swipe,” which was not substantiated. The claim is misleading by exaggeration, and is likely to lead to grave or widespread disappointment in the minds of consumers. The advertiser did not provide any testimonials, or any evidence of the consent of the celebrity for the product efficacy claims,” ASCI said.
In the VIP natural hair colour shampoo advertisement, Bollywood actor Vivek Oberoi applying the product with his bare hands says, “Gloves ki zaroorat hi nahin. Gloves ke bina hi, isse app geele haathon mein leke safed baloon par shampoo ki tarah maasage karke sirf 15 minutes mein wash kar le. Ye aapke skin par bilkul nahin lagega, sirf aapke balon par lagega,” the claim was not substantiated with any technical test reports and is misleading by ambiguity and implication. The instructions in product leaflet mention “use gloves when required” while the pack says “can be applied with wet bare hands” are contradictory. Also, the claim “5 in 1 benefit i.e. application on head, moustache, beard, chest and hand” was not substantiated with any safety test reports. The advertisement is encouraging unsafe practices among consumers.
The banned ads are from prominent companies like Hero MotoCorp Ltd (Hero Xtreme 200r), L’Oreal India Pvt Ltd (L’Oreal Extraordinary Clay Shampoo & Garnier Micellar Cleansing Water), Procter & Gamble Hygiene & Health Care Ltd (Head & Shoulders Anti-Dandruff Shampoo), GlaxoSmithKline Asia (Sensodyne Toothpaste), Dabur India Ltd (Dabur Honitus Syrups), ITC Ltd (Sunfeast Yippee Powerup Masala Noodles), Pernod Ricard India (Blenders Pride Music CDs), Godrej Consumer Products Ltd (GoodKnight Patches), LG Washing Machine, Hindustan Unilever Ltd (Vim Anti Smell Bar & Ponds Oil Control Face wash) and Motilal Oswal Financial Services Ltd among others, they range from FMCGs to autos, personal accessories to alcohol, and education to media.
In one of the banned ads, the advertisement features a man wearing a suit, holding a cricket ball while the tagline reads: “It’s Never Too Early to create a legacy. Be Ages Ahead.” The advertisement is a surrogate advertisement for promotion of a liquor product — Seagram’s Blenders Pride and is misleading by implication.
The Netmeds advertisement’s claim, “Netmeds-the pharmacy with over 100 years of experience”, was neither substantiated with supporting evidence of the commencement of their business in pharmaceuticals field to prove 100 years of experience, nor did they provide any independent audit or verification certificate.