New Delhi: Top fast-moving consumer goods firms such as Hindustan Unilever Ltd, Henkel India Ltd and Procter and Gamble India Ltd have been pulled up by the Advertising Standard Council of India (Asci) for misleading ads during July-September 2007.
They were among 11 advertisers against whom complaints were upheld by the consumer complaints council (CCC) of Asci during the period. Hindustan Unilever had to modify a television commercial of its product Vim dishwash liquid, which CCC found to be misleading. The commercial against which the complaint was made claimed that “just one drop is enough. New Vim drop has 10 times more lime power than the bar.” Based on the complaint, the advertiser had to provide proof and substantiate that “one drop” of Vim could produce the cleaning effect as visually depicted and claimed in the voice-over of the television commercial. Eventually, the commercial had to be modified as the claim mentioned in the ad was misleading.