ASCI upholds complaints against 134 out of 144 ads in Jan 2014


In January 2014, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 134 out of 144 advertisements. Advertisements in Personal and Healthcare sector category again topped the list with 77 per cent of the total misleading advertisements. The CCC found the claims in health and personal care product or service ads of 105 advertisers, released in the press to be either misleading or false or not adequately/scientifically substantiated and hence violating ASCI’s Code. Some of the health care products or services ads also contravened provisions of the Drug & Magic Remedies Act. The list contained Dabur India Ltd, Baidyanath, Vedic Remedy Cure and many other Ayurveda companies and the complaints against some of the ads were upheld.


Dabur India Ltd: Dabur Chyawanprash’s packaging claims that it provides ‘3 times more immunity’. The fine print says that the claim of ‘3 times more immunity’ is based on ‘preclinical study on NK cells’. It also claims that it is scientifically proven.


Dabur India – Limited Dabur Shilajit Gold claims for complete vigour and power. His vigour amazes me. Visual implies product meant to enhance sexual pleasure.’

Keva Ayurveda Health Care Pvt Ltd.: Shape Up Naturally claims that it helps ‘lose weight naturally in just 25 days up to 7 kgs with no side effects and no crash diets’.


Emami Limited: Zandu Kesari Jeevan TVC shows Pandit Birju Maharaj with the footnote stating ‘Padma Vibhushan Pandit Birju Maharaj. The reference to the Award Prefix Padma Vibhushan was in breach of the law and a commercial exploitation of a civilian Award. Advertiser would be modifying the TVC.

Vedic Remedy Centre – Vedic Amrut claims that it gives freedom from multiple ailments – Constipation, uterus fibroids, Sinus, Allergy, Obesity, thyroid, heart ailments, Blood sugar, Varicose Veins, Muscular Pain, Impotency, Breast enhancements etc. The ad appears to be misleading, and in violation of the Drugs and Magic Remedies Act


Indian Psoriasis Foundation: Claims that it is the ‘Only institute in India which provides successful treatment of Psoriasis and all skin diseases.’


Baidyanath Vita Ex Gold Shree Baidyanath Ayur Bhawan: Claims ‘Power, Pleasure, Performance’. Visual implies product meant to enhance sexual pleasure.


Sanjeevani Ayurveda claims “Weight loss achieved will be around 4-6 kgs in 25 days”, “Losing weight through detoxification and massages” The complainant states that 25 days do not give solution to obesity problems. These claims need to be substantiated with necessary support data.”

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