Nov.18: TALL TALK
- Posted by CERC India
- Posted in November
Pure Derm: Miracle shampoo?
Exaggerated claim
The print advt of Pure Derm shampoo endorsed by Anushka Sharma claims it is “India’s first anti-dandruff shampoo with a unique oxy-fused micro bubbles formulaâ€. It goes on to say: “Wash your hair everyday with Pure Derm, dandruff goes and won’t come backâ€. Skeptical, we had several queries. What is oxy-fused micro bubbles formula? How long does the effect of “no dandruff†continue after the use of shampoo is discontinued? The advertiser submitted technical details to explain the first query. As for the second claim, it said the matter was sub judice.
The advertiser said the claim is not to be interpreted to mean complete ‘elimination’ of dandruff and meant ‘reduction’. However, ASCI said the claim was misleading by exaggeration. As the advertiser did not furnish any evidence of the consent of the celebrity for the efficacy claim, ASCI concluded that the print advt was in contravention of the Guidelines for Celebrities in advertising.
Just lather?
