June-19: TALL TALK

  • Posted by CERC India
  • Posted in

Ceat Milaze X3 – Exaggerated claims

Too good to be true  

Need tyres that not only run longer but also offer uncompromised safety? Ceat Milaze X3 tyres “can go around the world twice”, claims the advt. Apparently, an innovative tread compound makes for enhanced tyre life of up to “1 lakh km”. Were these attributes specific to this brand? We lodged a complaint.


The advertiser stated that the claim of “1 lakh km” was based on elaborate road tests. The Advertising Standards Council of India (ASCI) observed that the tests were internal and the methodology for calculation and projection was not clear. Also, there was no proven scientific basis for the extrapolation of data. ASCI found the claim inadequately substantiated and misleading by exaggeration. The claim was likely to lead to widespread disappointment in the minds of consumers, it said.

Lack of evidence 

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