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Dec.18: TALL TALK

  • Posted by CERC India
  • Posted in

Quaker Oats – Unclear comparison

 Lofty claims   

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The television commercial (TVC) of Quaker Oats shows celebrity chef Vikas Khanna telling viewers about a doctor who works 24-hour shifts and is sustained by eating Quaker Oats. He goes on to say that the product has “2X more protein and fibre”. Double the protein and fibre as compared to what? The disclaimer is barely readable. The advt also makes the lofty claim that eating Quaker Oats gives you “nutritious energy that keeps you going”. We complained about the advt.

ASCI referred to an earlier complaint where it had found the TVC misleading by ambiguity and omission. ASCI had observed that while the disclaimer explained that the protein and fibre content in Quaker Oats was compared to cornflakes, this should have been conveyed in the voice over itself. The advertiser did not submit a consent letter from the celebrity. Hence, ASCI concluded that the TVC contravened ASCI Guidelines for Celebrities in Advertising.

Norms violated

 

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