ASCI to decide on Ponds, Fair&Lovely ads in August

NEW DELHI: Advertising Standards Council of India (ASCI) is likely to review a complaint in August filed by FMCG major Procter and Gamble (P&G) against rival Hindustan Unilever (HUL) over two advertisements brought out by the latter.
    
Informed sources said the ASCI's Consumer Complaint Centre would take up the review after hearing both the sides and a final decision is likely to be taken after a board meeting towards the end of August.
    
"They will see the ad and the complaints filed. The process for reviewing the ads have already begun," the sources said.
    
P&G had this month filed a complaint with the advertising watchdog objecting to two commercials of HUL's products Pond's Flawless White skincare range and the Fair&Lovely Multivitamin.
    
ASCI Secretary General Alan Collaco declined to comment.
   
In the meantime, HUL defended the two advertisements, saying the Pond's Flawless White skincare range and Fair&Lovely Multivitamin products were based on studies.     

"Pond's Flawless White threw an open challenge about the efficacy of its products by offering its consumers a 'Seven Day Challenge Campaign'... The challenge was that if there is no visible improvement of skin in seven days, then the money will be reimbursed by Ponds.
    
"The activity was valid on the purchase of 50 ml pack of Ponds Flawless White Day Cream till April 30, 2008," the company said.