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ASCI bars Bajaj Allianz ad
India Blooms News Service
Mumbai, July 29 (IBNS) The Consumer Complaints Council (CCC) of Advertising Standards Council of India (ASCI) upheld consumer complaints against three TV commercials recently and barred one of them from being aired on Indian television channels and instructed modifications in the other two.
The three TVCs in question were Aswini Homeo Arnica hair oil of Aswini Homeo and Ayurvedic Products Ltd, Bajaj Allianz Shield Plus of Bajaj Allianz Life Insurance Co. Ltd and Good Knight aerosol of Godrej Sara Lee Ltd.
While ASCI directed some advertisements to be edited, removing the objectionable portions from them, Bajaj Allianz Life Insurance TVC was barred from being aired on Indian television in its existing form. These advertisements were found to be in violation of Chapter 4.1(d), 4.1 (e) and 3.2 (b) of the ASCI Advertising Code.
ASCI observed that the Bajaj Alliance Shield Plus TVC compares the advantages of insurance products with Fixed Deposit scheme of Banks, there is likelihood of the consumer being misled as a result of the comparison. Also, the advertisement unfairly denigrates Bank FDs directly. Subsequently, the advertisement was withdrawn by the advertiser as instructed by the CCC.
The TVC of Aswini Homeo & Ayurvedic Products Ltd claims, “hair fall control in 4 months”, and “Dandruff control in 6 months”, and these claims were not substantiated with clinical tests/trials reports.
Whereas, Good Knight Aerosol TVC shows a girl inhaling the mosquito repellent spray which is a dangerous act as the minors have the tendency to emulate the actors and since the advertisement is shown on kids channels this calls for a more stringent modification and the CCC decision has made this modification possible.
According to ASCI secretary-general Alan Collaco, “The numbers of complaints against misleading, dishonest and indecent Ads have substantially increased over the months. Consumers are becoming more vigilant and aware about their rights and duties. On the other hand, advertisers have started complying voluntarily with CCC decisions so today; there is almost 98 percent compliance by advertisers on the CCC’s decisions upholding complaints.”
Complaints against ads of Volkswagen AG, DLF IPL, Amul Macho, Sunfeast Dream Cream Biscuit, Kotak Insurance, Chevrolet Cruze, Kumbhat Holograms were not upheld by the CCC as the claims made in them were substantiated.
Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry.
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