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London (pte031/11.05.2005/12:51) - A misleading advertisement for Pantene Pro-V shampoo has caused consumers to complain that the ad is misleading - and the Advertising Standards Authority - ASA - to ban it.
The ASA has told Procter & Gamble, manufacturers of Olay face cream to Ariel washing powder, that promising the shampoo could 'replenish' amino acids, make hair 'spring back to life' and 'put back what life takes out' were 'advertising puffery' and misleading.
A scientist was hired to investigate the case after five viewers complained about the ad, which stated that the shampoo and conditioner contained 'our first ever formula to help replenish key aminos' and make hair 'up to ten times stronger so it springs back to life'.
The scientist concluded that 'if the inclusion of amino acids improved the performance of the product this was a breakthrough claim and as such would require very high standards of evidence which he had not seen', which led ASA to ban the ad on the basis that it used scientific jargon inappropriately.
The media watchdog also criticised an image of a woman pulling on her hair: "We did not believe the advertisement made it clear how the hair strength was measured and felt viewers could be misled into believing hair would be physically stronger when in fact it would only be more resistant to breakage when combing."
P&G is said to have been 'surprised and disappointed' by ASA's ruling, but said it would take into account its criticisms in future advertising.
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