In 2010-11, the independent agency, which monitors advertisements in Indian media, received 187 complaints, of which 104 were upheld. According to ASCI, during this period, 85 advertisers complied with its decisions.
“The advertisement (for Horlicks) does not disclose the manner in which Horlicks provides comprehensive nutrition, as claimed in the advertisement,” ASCI said, adding five of the seven claims in the advertisement didn’t follow ASCI guidelines.
An e-mailed query to GlaxoSmithKline did not elicit any response.
Other companies asked to withdraw or modify their advertisements include Cadilla Healthcare (for its Everyouth Natural Fairness brand of face wash, VLCC Personal Care for VLCC Shape Up Waist and Tummy Trim Gel and Healthcare Shape up), the Dainik Bhaskar Group (for its ‘How Divya Marathi opened the new market’ campaign) and Max Life Insurance (for its Shiksha Plus II Child plans).
ASCI said about 80 per cent of advertisers in India complied with codes set by the council. Five years earlier, compliance stood at 71 per cent.
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