Mar-17: TALL TALK
Oil to stay active?
The advertisement of an edible oil brand – Nature Fresh Acti-Lite Cooking Oil – made unbelievable claims. It claimed that â€œusing the oil makes you stay active every momentâ€. Some other claims made were â€œlow fat cookingâ€, â€œlite on foodâ€ and â€œlow oil absorptionâ€. The advt also had supers which read, â€œThe oil contains DMPS which leads to less oil absorptionâ€ But what is DMPS? How does it lead to less oil absorption? Also, is it about food absorbing less oil or the body? These were the questions that we raised in our complaint to Advertising Standards Council of India (ASCI).
ASCI responded that the claims were not substantiated with any evidence or technical test reports and were misleading. It also said the disclaimers in the TVC were not clearly legible. The TVC contravened Chapters I.1 and I.4 of the ASCI Code, and ASCI Guidelines on Supers. Our complaint was upheld. However, ASCI did not find the claim â€œusing the oil makes you stay active every momentâ€ objectionable. However, we do find the claim bizarre. The advertiser was told to withdraw or modify the advt.