New Delhi: The Advertising Standards Council of India (ASCI) has pulled up Hindustan Unilever Ltd for its Lifebuoy Clini Care 10 advertisement, which claims to provide 10 times better germ protection than against any soap.
ASCI noted that the voice-over in the advertisement about the germ protection capability of the product is misleading.    

The Fast Track Complaints Committee (FTCC), in its meeting held on May 16, concluded that the advertisement's claim is false since the substantiation was not found to be in order, "on account of non-standard protocol".
"We have advised the advertiser to modify appropriately the said TVC," ASCI said.
When contacted HUL spokesperson said: "In compliance with the ASCI ruling, we have made changes to the TVC. The changes made in the TVC make the voice-over and qualifier in the TVC consistent. We are also engaging with ASCI to explain our position on the protocol and the claims."
The advertising industry watchdog had investigated the matter upon a registered complaint from Reckitt Benckiser, the maker of Dettol.
ASCI had set up a fast track redressal procedure—FTCC effective from September 1, 2011, for speedy resolution of intra-industry complaints.
FTCC, a 14-member panel, is aimed at providing decisions regarding a complaint within seven days of registration.


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