June.17: TALL TALK
Too much hype!
The print advertisement of Emami Kesh King had sports celebrity Sania Mirza making the claim: â€œUltimate solution for hair fallâ€. This was followed by a disclaimer â€œhair fall due to hair breakageâ€.
We brought this advt to the attention of GAMA. It considered the advertiserâ€™s response as well as opinion of a technical expert. GAMA noted that the word â€˜ultimateâ€™ was an absolute claim and suggested that the advertised product was the final solution and nothing else could be considered beyond it. It thus concluded that this claim was not substantiated and was misleading by exaggeration. With regard to the claim: â€œRecommended by worldâ€™s best hair expertsâ€, it felt that it was unclear why the people named were being called global experts. GAMA concluded that this claim was not substantiated. The advt contravened Chapters I.1 and I.4 of the ASCI Code, and ASCI Guidelines for Disclaimers. The advertiser was advised to withdraw or modify the advt.