The Consumer Complaints Council (CCC) of the Advertising Standards Council of India (ASCI) has upheld complaints against 15 of 22 advertisements for misleading claims and promises in September. ASCI credited the effective tracking of misleading advertisements to National Advertising Monitoring Service (NAMS). Not surprisingly, advertisements from education, healthcare and FMCG reigned in the complaint list.
In the case of the toothpaste brand, the council found its claim in the television commercial 'for effective cleaning in between teeth, we should use dental floss' gave a wrong message about the toothpaste replacing the role of dental floss. The complaint against Dove Hair fall Rescue Treatment was for unsubstantiated claims - '78 per cent hair fall roots se hota hai'; 'Naya Dove Hair Fall Rescue Treatment - yeh balon ko nourish karein'; 'helps lock my hair to the roots, only in two weeks, gives freedom from hair fall worries'.
GlaxoSmithKline Pharmaceuticals was found guilty of its claim 'the vaccine is the only way to reduce the incidence of infection and the fact that techniques like hand washing do not help'.