Sensodyne, Naaptol blasted for misleading ads: 5 brands that went too far

Advertising has a huge impact on our lives, and importantly, our preferences. Companies also recognise the power and spend millions of dollars in marketing and advertising their products and services to people. And while ads are expected to fluff up products, there are times when companies resort to outright lying and breaking the law to try to sell a product.

Recently, the Consumer Protection Regulator CCPA in India ordered GlaxoSmithKline (GSK) Consumer Healthcare Ltd to discontinue its advertisements of Sensodyne products in India for flouting norms.

The CCPA also fined Naaptol Online Shopping Rs 10 lakh for flouting some rules.

Representative Image of a Sensodyne advertisement.

SENSODYNE

Most of us have watched ‘dentists’ from other countries recommending Sensodyne. In this case, CCPA said that it was illegal for practicing doctors in India to endorse any product or drug publicly. However, GSK was able to circumvent this regulation by showing ‘practicing dentists’ in foreign countries endorsing the product. CCPA said it’s against the rules.

CCPA has also demanded an investigation into Sensodyne’s claims of “recommended by dentists worldwide”, “world’s no.1 sensitivity toothpaste” and “clinically proven relief, works in 60 seconds”.

“While we are looking into it in detail, we would like to clarify that our marketing initiatives are compliant with the applicable laws and industry guidelines. We are a responsible and compliant company which is committed to the welfare of its consumers,” The Indian Express quoted a GSK Consumer Healthcare spokesperson as saying.

NAAPTOL

Representative Image of a Naaptol ad.

Naaptol Online Shopping Ltd was fined Rs 10 lakh for failing to mention that ads on their 24*7 channel are not live and are recorded. CCPA also reprimanded Naaptol for creating ‘artificial scarcity’ by claiming that a product is available only for a certain period of time.

It’s not only Sensodyne or Naaptol that have indulged in misleading advertising, here are 5 other brands that came under fire for the same reason:

1. HORLICKS

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GSK Consumer Healthcare was once in the dock with authorities for another of its product other than Sensodyne. The authorities had clamped down on the advertisement of Horlicks for claiming that 9 out 10 children’s diet is deficient in essential nutrients. The Advertising Standards Council of India (ASCI) said that the claim was misleading and exaggerated.

2. BYJU’S

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Byju’s claim about its learning app that 1 crore students were taking its courses and that 90% of them renew their subscription was touted to be unsubstantiated.

3. RASNA

Rasna’s claim for its Honey product, “From the forests of Sunderbans to your home,” was called an exaggeration and misleading.

4. APOLLO HOSPITALS

Apollo Hospitals in one of its advertisements had claimed, “Achieve freedom from your weight issues,” which can mean a cure for various obesity related diseases such as diabetes, infertility, heart diseases, etc. ASCI called out the ad for being unsubstantiated with research and for being misleading.  

5. DOVE

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Hindustan Unilever Ltd came under scanner of the ASCI for its Dove Hair Fall Rescue Shampoo advertisement, which implied reduction in natural hair fall. ASCI called it misleading.

There are a number of other brands that have been called out for their misleading advertisements meant to fool people. While some faced the heat from authorities, others like Fair N’ Lovely also faced the cancel culture.

Which advertisement do you think is grossly misleading?