In April 2014, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 82 out of 124 advertisements.
Out of 82 advertisements against which complaints were upheld, 44 belonged to Personal and Healthcare category.
In fact, the ‘upheld rate’ in this category was over 95% (46 advertisements were complained against; 44 complaints were upheld).
Health and Personal care sector
Amongst those held guilty was Hindustan Unilever Ltd for the Axe Extra Strong ad that claimed that Axe has a ‘crazy’ effect on women. The ‘NSFW Make Them Strip’ video shows women turning into nymphomaniacs after smelling the deodorant, and the TVC shows indecent depiction of women, the CCC said.
In the education segment , CCC found claims in print advertisements by 21 different advertisers were not substantiated.
Those against whom complaints were upheld included International Management Institute, Lakshya Career Academy (claims money-back guaranteed), Vidyul IAS Academy (ad claims that it is Haryana’s No. 1 coaching institute), Seed Infotech Pvt Ltd (claims to have provided placements to 2,600 candidates in the last 12 months with a 100 per cent job guarantee) and Dr DY Patil Vidyapeeth.
Others against whom complaints were upheld include Life Insurance Corporation (oral disclaimer spoken at a rapid pace which makes it difficult to understand), Tata Sky Ltd (for making fun of beggars who have leprosy and are visually challenged), ICICI Bank Ltd, HDFC Bank Ltd, Godrej & Boyce Mfg Co Ltd.