ASCI Upholds 105 out of 145 Complaints in October

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | December 09, 2014
The maximum violations of ASCI's code occurred in the health, personal care and education categories.

The Advertising Standard Council of India's Consumer Complaints Council (CCC), a self-regulatory industry body, has sent out a report about the complaints it upheld in October 2014. Out of 146 complaints received, he council found 105 to be guilty of violating the prescribed code.


The Personal and healthcare segment had the maximum offences, at 44, followed by the Education category with 43 advertisements.

Of the 44 advertisements in the health and personal care category, the brands which came up were Fair & Lovely, Wockhardt Hospitals, Venus Remedies Ltd (Ezenus), The Body Care, Identity Fitness Club (Truweight), Dabur India Limited (Dabur Range of Product), Pantene Pro V shampoo and conditioner and Wagh Bakri Green Tea.

In the education category, 43 complaints were upheld because of unsubstantiated claims that they 'provide 100% placement and/or they claim to be the No.1 in their respective fields'. These include Institute of Banking Services - IBS, Seemanchal Group of Institute, Param Bhagwat Siksha & Samajik Vikas Sansthan - National Institute of Fire Engineering & Safety Management, Shreya Education, ITV Network ITV School of Media & Management, Christian Medical Training Centre School & College of Nursing, Mit Study Center. Moreover, SR Engineering College's claim that it is the only college in the state with women technology power was found to be false., HomeShop18 and Telebrands India came under the CCC scanner in the teleshopping and ecommerce category. The advertisement of claiming to offer Flat 90 per cent off was found to be misleading as the TVC did not mention that the offer is on limited stock. Similarly,'s Diwali campaign was found to be derogatory to women as it refers to women as a commodity.

Hindustan Hindi Daily from the HT Media Group was under the scanner for its claim to be the number one newspaper of Jharkhand. This ad contravened the ASCI Guidelines on Supers. The advertisement of Tata Docomo Photon Max Wi-Fi which claimed, "Consistent high speeds" was not substantiated with test reports from independent third party.

Mahindra Bolero Maxitruck Plus' advertisement claiming it to be stronger than three 'Chota Hatti' was not substantiated. Pantene Pro Vitamin Oil, from Procter & Gamble Hygiene and Health Care Ltd's, claims "Oil hai but oily nahi", used by the advertiser was almost identical to the slogan used in the earlier run advertisement of the complainant so as to suggest plagiarism. From the food and beverages category, Bacardi found itself under the CCC scanner for an advertisement showing a Bacardi Triangle which indicates a music contest. The advertisement was considered to be a surrogate advertisement for a promotion of a liquor product - Bacardi Breezer and contravened the Guidelines for Brand Extension products or services in the ASCI Code.

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