Some ads that failed to pass ASCI muster

In October 2013, the Advertising Standards Council of India‘s (ASCI) Consumer Complaints Council upheld complaints filed against 132 ads – with the biggest offenders being sectors like education, health and personal care. Here are some of the ads by prominent brands that ASCI has given the thumbs-down to:

Procter & Gamble Hygiene & Health Care

Pantene Hair Fall Protection sachet states that ‘Maa banne ka baad baal toh tut te hi hain! Shampoo badal Pantene try kar.’

Dabur India

New Fem Anti Darkening Hair Removal Cream has a visual and mention of sandalwood. However, the product ingredient declaration is misleading since it does not have sandalwood in the ingredient list.



Fair and Lovely Fairness Cream’s advertisement claims that it’s a ‘laser focus like fairness treatment.

LÓreal India

LÓreal Fall Repair 3x shampoo TVC states, ‘Jadon me ho dum, to baal gire kum (Stronger the roots lesser the hair fall), Asli mazbooti jadon se aati hai (real strength comes from the roots), Kya apka shampoo deta hai jadon se mazboot baal? Mera deta hai (Does your shampoo strengthen from the roots? Mine does).’

Hindustan Unilever

The TVC of New Domex Zero Stain claims that “Zero Stain” with a super on it stating effective removal of toilet stains. The claim support data was not considered to be adequate to claim “zero” values in the context of the TVC.

Procter & Gamble Hygiene & Health CareProcter & Gamble Hygiene & Health Care

The advertisement of Saffola Total states that double ratio of 2 to 1 in antioxidants versus olive oil. The CCC concluded that the claim, ‘2 X double the antioxidant power than olive oil’, was inadequately substantiated.