ASCI asked HLL to withdraw or modify the advertisement following a complaint by rival detergent manufacturer, Fena Ltd, accusing the largest FMCG (fast moving consumer good) company for false and misleading advertisement.

ASCI said "the visual depiction of the lemon juice (drops) and the related claim of `lemon power' (in the vim campaign) was not true and was misleading." However, HLL denied that they have received any order by ASCI for modification or withdrwal of Vim advertisement.

In a faxed reply to PTI, HLL spokesman said "our course of action will be finalised only after we have studied the contents of the order". HLL has been promoting the brand as nimbu yukt Vim bar (Vim bar containing lemon) in its commercials. ASCI upheld the complaint by Fena as the advertisement contravenedchapters l1 and l4 of the the advertising code.

ASCI is the apex body of advertising agencies, which sets advertisement standards for the industry. Fena in a complaint to ASCI has alleged that in the absence of lemon or such ingredients, HLL should not be allowed to claim such properties in its products.

The complaint to ASCI in February this year said "it is strange and ironic that HLL, a multinational having best technical human resources in the country has created and continued false and misleading promise and communication to millions of Indians knowingly and intentionally".

Last year, Fena had filed similar complaint against HLL before the Monopolies and Restrictive Trade Practices Commission (MRTPC) alleging that HLLs Wheel brand detergent and cake did not contain lemon. Subsequently HLL had admitted before MRTPC that its Wheel brand did not contain lemon and has only lemon perfume.

Following this the FMCG major had to modify all its advertisements for its Wheel brand. Earlier, HLL had beenadvertising Wheel brand with punch line nimbu ke sath, bedag safia, super safai (with lemon, spotless cleanliness, super cleanliness).