ASCI's complaint cell, Consumer Complaints Council (CCC), in its latest quarterly report on its decisions has listed 30 objectionable advertisements. Several widely used products -- largely cosmetics and drugs -- of known companies feature on the list. Five of these advertisements have been withdrawn, an equal number modified, two discontinued, two suspended and two of the ad campaigns have been concluded as a result. Some requested a review of the ad. The CCC has requested the media to not air/carry six ads that have not assuredcompliance with the CCC code.

ASCI's Code for Advertising requires the ad campaigns to be ``honest in claims and they should not be offensive to generally accepted standards of decency.'' ASCI also checks the ``indiscriminate use of advertising for the promotion of products that are considered to be hazardous to society.'' The body also keeps a check on ads ``to ensure fairness in competition.'' ASCI has acted on both, intra-industry complaints and complaints from consumers.``Many ads make tall claims and we think that an advertisement audit is a must these days. Ads that claim to `stop tooth decay' or `prevent dandruff' or those that call a pesticide `more smart, more safe' are clearly misleading the consumers. We consulted dermatologists and dentists andwere told that nothing can stop tooth decay or can prevent dandruff except general hygiene,'' N G Wagle of the ASCI told Express Newsline. Besides making tall claims to mislead consumers, the body has raised objections to ``ads that have claimed what theycould not substantiate.'' The Adroit Institute, which offers courses in software engineering and other computer related studies, has had to modify its advertisement because it could not substantiate its claim to offer job guarantee.

About 60 per cent of the complaints to ASCI are intra-industry complaints. Ads that ``appeared denigratory of competitive brands without justification'' have been asked to conclude their campaigns. ``But the copy writers are shrewd. They play with words to come up with something more tricky. It's the consumers who have to be more alert,'' said Wagle.

Sunsilk Fruitamin Shampoo (HLL): Could not substantiate the implied claim that vitamins from fruits in the shampoo contribute to hair growth. Ad discontinued

Clinic All Clear (HLL): ZPTO in Clinic All Clear stops dandruff. Not true because dandruff is known to be caused by several factors besides microbes. Ad discontinued.Focus disposable contact lenses (Novartis India Ltd): Claimed that there would be no proteinbuild up. Not true. Ad withdrawn.

Adroit Institute: Claim `govt registered institute' found ambiguous and misleading and the claim, `job guarantee' not substantiated. Ad modified

Symphony Kaizen Air Cooler (Symphony Comfort Systems): Misleading by omission. Ad withdrawn

Snax Biscuits (Britannia Industries Ltd): Mention of words ``Mona Ko'' in the ad appeared denigratory of the rival brand Monaco. Campaign concluded

Jet spray (Godrej): Claimed the pesticide is safe. Ad withdrawn

Rotomac Pens: The words `Sub kuch dikhta hai' found to be vulgar. Ad withdrawn

Lifebuoy Gold (HLL): Claimed it was certified by the Medical Technologists Association. Claim not substantiated. Ad modified

Lifebuoy Plus (HLL): Claimed it was certified by the Family Physicians Association of India. Claim not substantiated. Ad modified.

Colgate: The claim, `no germs no cavities' was considered to be exaggerated and misleading. Ad withdrawn.

Fairever FairnessCream (Beauty Cosmetics Ltd): Complaint on ``similarity of concept and visuals'' to a competitive product's campaign. Complaint not upheld as the campaign not so similar as to mislead consumers.

Mastercard (Mastercard International): Claim that Mastercard is more accepted in bangalore than any other card inadequately substantiated. Ad campaign concluded

Roop Herbal Hair Oil (Anil Ayurpharma India Ltd): Claims of prevention of dandruff and greying of hair not supported by proof. Ad withdrawn

Sai-Taj Computer Institute: Claim of fee for all courses offered is Rs 500 not true. Ad modified

Gaspoint Marketing India (P) Ltd: The ad shows a torn Rs 500 note, a torn Ashok Stambh and a crack on Mahatma Gandhi's forehead. Could cause grave offence. Ad withdrawn

Akai CT 2985 (Baron Intl Ltd): The Headline `Take home an Akai for Rs 19,990. No exchange required,' found to be misleading.Ad one-time insertion.

Khaitan Marathon Fan (Khaitan India Ltd): Claims notsubstantiated adequately. Ad suspended.

Alfa Water Purifiers: The statement `Boiling water destroys vital salts and minerals misleading. Ad modified.

Polar fans: Claim `each of our 48XL fan offers the best air delivery and the finest peak air velocity' misleading. Ad one-time insertion.

Avon PT White Fairness Face Cream: Claims inadequately substantiated. Ad suspended temporarily.

Jaswant Chhap Special telephone Bidi: Against the code for advertising of tobacco.Ad modified

Wings Pre-paid Service: Omission and ambiguity in terms of the charges and costs crucial to evaluate the benefits of the offer. Ad withdrawn