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ASCI pulls up ads endorsed by hindi actors for violating rules

Devdiscourse News Desk Mumbai
Updated: 19-12-2018 21:57 IST

The Advertising Standards Council (ASCI) has pulled up ads endorsed by Hindi actors Ajay Devgan, Shraddha Kapoor, Kajol and Tiger Shroff among others for violating its rules. The council pulling up both the celebrities as well as advertisers said these ads contravened its guidelines for celebrities in advertising.

It also upheld consumer complaints against as many as 355 ads from a total of over 450 advertisements. Among the ads endorsed by celebrities and got pulled up by the council include L'Oral's Garnier Men Acnofight Facewash ad endorsed by Hindi actor Tiger Shroff; Kajol and Ajay Devgan endorsing HUL's Lifebuoy Haldi Soap and Reckitt Benckiser's New Veet Nikhaar endorsed by Hindi actress Shraddha Kapoor, the council said in a statement Wednesday.

The self-regulatory body for the advertising industry accordingly upheld complaints against 355 of the 450-plus ads, which were investigated in August and September. Of the complaints upheld, 201 are from the education sector, 62 from healthcare, 24 in the food & beverages category, 24 from the personal care segment and 37 were from other categories. Seven of them also violated BARC guidelines as well, the council said in a statement Wednesday.

"Amongst various ads that were examined, we've observed that a renowned celebrity was found endorsing ads which exaggerated the product efficacy and thus exploited consumers' lack of knowledge. These also violated the guidelines in regard to celebrities in advertising, apart from BARC rules, and the drugs and magic remedies (DMR) regulations," it said.

The council also said, "these ads also contravened our guidelines for celebrities in advertising," the council said, adding many of the claims in these ads are misleading and likely to lead to widespread disappointment among consumers. It further said one of the most common reasons for upholding complaints is unsubstantiated claims in the education sector, such as providing '100 per cent placement', 'guaranteed immigration', and being the 'No.1' among others.

(With inputs from agencies.)