The Advertising Standards Council of India (ASCI), the self regulatory body of the Indian ad industry, has pulled up a slew of FMCG majors for their misleading television commercials, press advertisements and radio commercials.
According to ASCI?s consumer complaints council (CCC), Coca-Cola India?s television commercial (TVC) may provoke children to perform dangerous acts while Fem Care?s press and television ads are also misleading. Complying with ASCI?s decision, Coke has withdrawn its TVC while Fem Care has modified its press ads. On the other hand, FMCG majors Cadbury India and Dabur India have substantiated claims in their respective ads. Dabur India has substantiated its ad line ?Babool Toothpaste makes teeth strong from roots.?
Likewise, Cadbury India has also substantiated its claims that Bournvita?s ingredients ?iodine and manganese as scientific products which are good for the child.?
?As a result, complaints against Dabur and Cadbury were not upheld by the CCC. If the company claims are substantiated, ASCI goes ahead and allows companies to run their ads?, said Alan Collaco, secretary general of ASCI. According to ASCI, Fem Care?s ads with a headline ?Colouring your hair? Beware? were misleading as it puts undue fear in the minds of consumers about hair colours in general. ?The advertiser has assured appropriate modification of the ad. Indian companies are increasingly complying with ASCI?s decisions. Indian compliance rate stands at about 80% versus globally where the average is 40%?50%,? said Collaco.
With regards to Coca-Cola India, ASCI?s consumer complaints council (CCC) has upheld complaints against their TVC which shows a young boy dancing with fire crackers very close to his head and face. ?Our contention was that this ad might instigate children to perform dangerous acts. Coke has withdrawn the ad,? confirmed Collaco.
When contacted by FE, Coke?s spokesperson said, ?In the said Coca-Cola ad, the boy appears to be holding the ?phul-jhadis? close to his head only because of the angle of the camera through which this particular shot was taken. All the models including children have worn cotton clothes and it has been ensured that the ?phul-jhadis? are played with under the supervision and care of adults.?
According to him, the Coca-Cola advertisement was never intended to show any dangerous act that would tempt the children to perform similar acts against their safety.
?At Coca-Cola, we understand and appreciate our responsibility towards children and society in general and have always endeavoured to excel as good corporate citizens,? he added. To create awareness for misleading ads, ASCI has kick started for the first time a major SMS campaign exercise in Mumbai.