Advertising Standards Council of India (ASCI) Health-Related Decisions and Recommendations, July 2016


January 25, 2017

The Advertising Standards Council of India (ASCI) is a voluntary, self-regulatory organization for India’s advertising industry. The council and its Consumer Complaints Council (CCC) evaluate complaints from consumers and industry which assert that advertisements are false, misleading, indecent, illegal, leading to unsafe practices, and/or or unfair to competition, and therefore violate the ASCI Code for Self-Regulation in Advertising. In July, the complaints that were upheld against health-related claims included:

  • American Instrument: The Advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis. American penis enlarger free. Get rid of small, thin crooked penis and make it thick, hard and firm. Improve your sperm count, infertility, premature ejaculation, firmness, nightfall, childlessness can be cured and increase your sex time by 30-45 minutes with energetic oil, excitement capsule, 16GB memory card free. Money back guarantee,” were not substantiated and are misleading by gross exaggeration. Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of infertility, childlessness’. This is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Japani Instrument: The advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis? Get Japanese penis enlargement instrument free. As soon as you use Japanese penis enlargement instrument you can make your penis longer, thicker, weak topo firm and stronger. Increase your sex time from 30 to 45 minutes. Nightfall, premature ejaculation, infertility, impotency, low sperm count and childlessness can be cured. 45 days course for an artificial vagina and artificial penis. 100% guarantee. No side effects,” were not substantiated and are misleading by gross exaggeration. Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of childlessness. This is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Nurture Healthcare (Ayurex-S Vitality Capsules): The advertisement’s claim (in Hindi) as translated into English, “It’s the right of every Man, to lead a happy married life,” “For Men only,” “Vitality Capsule,” “If you are worried about low, excessive weakness, then consume AYUREX-S capsule and with its help, do the work successfully with the capacity and power,” “My Wife says I am more energetic than Before,” “In some days my married life has become exciting and happy, thanks to Ayurex-S,” were not substantiated with product efficacy data, and are misleading by exaggeration. Also, these claims when read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Nurture Health Care (Ayurex NDX): The advertisement claims (in Hindi) as translated into English, “Consume Immediately, Ayurvedic Capsule for Effective Stamina” and “Guaranteed Difference for U!” were not substantiated with product efficacy data, and are misleading. Also, the claims, read in conjunction with the advertisement visual, implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Nurture Health Care (Bgainer Capsule): The advertisement’s claims, “With Bgainer Capsule- Gaining Weight Made Easy,” “Bgainer capsule a unique and effective Ayurvedic product that helps gaining weight by balancing metabolism which in turn helps absorbing calories” and “If you are underweight, try Gainer capsule with balanced diet and regimen and attain a well-proportioned body in few months,” were not substantiated with evidence of product efficacy, clinical data and are misleading by exaggeration.
  • D.S. Research Centre: The advertisement’s claim, “Cancer is beatable now, thanks to Ancient Ayurveda based treatment,” was not substantiated with clinical evidence, and is misleading. Also, specific to this claim implying treatment/cure for Cancer, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • SBS Biotech Unit II (More Power Capsules): The advertisement’s claims (in Hindi) as translated into English, “More Power Capsules – No.1 Herbal Medicine from 7 years for Stayed development,” “Village-Village, City-City, Country-Country everyone got results,” consumer testimonials, were found misleading. Also, specific to the claims implying treatment for height increase, the claim, “Village-Village, City-City, Country-Country everyone got results” read in conjunction with the various photographs shown, and the pack visual, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Heart Care: The advertisement’s claims, “99% Success Results, thousands of patients benefited, beneficial even if angioplasty & bypass surgery fails” and “American Heart Association and FDA Approved Treatment,” were not substantiated with supporting proof. Further, the claims, “New and Improved Successful Treatment of Heart Blockage and Weak Pumping Power,” “Successful Latest Treatment of Heart Blockage without Operation” and “More Advance than Bypass & Angioplasty,” were not substantiated with clinical evidence. Also, these claims were considered to be misleading by exaggeration. Specific to the claims related to successful treatment of heart diseases, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Krishna Hospital: The advertisement claims (in Hindi) as translated into English state, “Special kidney stone treatment without operation,” “15000 Successful operations till now” and “No Operation” was misleading by ambiguity as the advertiser did not provide any supporting data to prove that 15000 patients were successfully treated. Specific to the claims related to successful treatment of kidney stones, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • CELL Gen Anti- Ageing Centre: The advertisement’s claims, “We have successfully treated cases of diabetes Mellitus Type I and II, kidney diseases with creatinine up to 4 to 6, all types of psoriasis, osteoarthritis and rheumatoid arthritis, liver diseases, various cosmetology therapies & general anti-ageing treatments for Rejuvenation (kayakalpa),” were not substantiated with clinical evidence, and are misleading. Also, specific to the claims related to successful treatment of diabetes, kidney diseases, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Rahat Herbal Care: The advertisement claims (in Hindi) as translated into English, “Successful & complete treatment of Venereal Diseases, Premature Ejaculation, Weakness in Nerves, Nightfall, Discharge, Weakness in penis due to childhood mistakes, Minuteness in size, Thinness, Lack of sperm in the semen” and “Freedom from Sexual Diseases,” were not substantiated and are misleading. Also, the claims read in conjunction with the advertisement visual are in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Amil Pharmaceuticals (India) LTD (BGR-34 Capsules) : The advertisement’s claim, “BGR-34, an Ayurvedic Drug that cure Type 2 Diabetes Mellitus without any side effects,” was not substantiated with product efficacy data, and is misleading. Also, specific to the claims related to cure of Type 2 Diabetes, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • New Life Cancer Care : The advertisement’s claims (in Gujarati), as translated into English, “Successful treatment for cancer without operation, Mouth, tongue, jaws, throat, lungs, liver, chest, uterus, brain tumour and any type of cancer or tumour, Successful treatment with medicines only,” were not substantiated with clinical evidence, and are misleading. Also, specific to the claims related to successful treatment for cancer, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Astir Organic (Zabila): The claims in the advertisement states, “Add colour to life with ZABILA,” “The Only Solution for Tiredness, Stress, Weakness, Reluctance, Loss of Energy, Lack of Power,” “Weakness Due to Lifestyle,” “Weakness in Female,” “100% Natural” and “100% natural & safe,” with product efficacy data, and are misleading. Also, the claims, referring to weakness in females and reluctance, implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Saaol Heart Centre: The advertisement’s claims (in Hindi) as translated into English, “Successful treatment of more than one lakh heart patients without operation,” was not substantiated with supporting proof and clinical data for the treatment claimed. Also, the claim is misleading by exaggeration. Specific to the claims related to successful treatment for heart, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Synthiko Exports Pvt. Ltd. (Only Me Spray): The claim in the advertisement (in Hindi) as translated into English states, “Enjoy Life to the Fullest,” was not substantiated with product efficacy data, and is misleading. Also, the claim, “Enjoy Life to the Fullest,” when read in conjunction with the pack visual, implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Benda Acupuncenter Slimming Centre : The advertisement’s claims (in Hindi) as translated into English, Reduce obesity, increase height,” “Successful treatment of paralysis,” “Health benefits by instant treatment through chini method,” “Cerebral Palsy, Down Syndrome, Mongols,” “Children suffering from these diseases do not have control over their hands, feet or neck,” “Cure for slow physical & mental growth and development, slow learner, stammering, short temper and bedwetting,” were not substantiated with clinical evidence, and are misleading. Specific to the claims implying treatment for obesity, increase in height, and claims related to successful treatment for paralysis, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Dr Chaitanya S Patel’s Skin Care Clinic: The advertisement’s claim, “World’s first,” was not substantiated with supporting proof. Also, the claims, “Natural & Successful Treatment – Leucoderma, Psoriasis,” “100% Natural,” “Satisfaction 100% Guaranteed,” were not substantiated with clinical evidence. Also, the claims are misleading by exaggeration. The visuals showing the images of before and after the treatment was misleading. Specific to the claim related to successful treatment of Leucoderma, Psoriasis, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Shree Baidyanath Ayur Bhawan (Baidyanath Virya Shodhan Bati): The advertisement’s claim (in Hindi), “stambhan Shakti badhati hai” i.e. “to hold on” which in the context of sex implies enhancement of sexual pleasure which is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Rajnish Hot Deals Pvt. Ltd (Play Win Capsules and Oil): The claims in the advertisement (in Hind) as translated in English, “If because of your age you find decrease in stamina, then don’t worry. Playwin capsules help you regain lost stamina and enjoy your sexual life even more than you did in your youth,” were not substantiated with product efficacy data, and the claims are misleading. Also, the claims related to the product benefit read in conjunction with the advertisement visual imply that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Rajnish Hot Deals Pvt. Ltd. (Play Win Capsule): The claims in the advertisement, “Play Love Games with PlayWin,” were not substantiated with product efficacy data, and the claim is misleading. Also, the claim read in conjunction with the advertisement visual and pack visual of a couple implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.
  • Rajnish Hot Deals Pvt. Ltd. (Pia Lo Herbs Capsule): The advertisement’s claims (in Hindi), as translated into English, “As Pia Lo Herbs Capsule Is Prepared from Effective Herbs; It Is More Effective than Any Other Capsule,” “Fast Relief” and “Escape from Operation,” were not substantiated with proof of efficacy of the product, and are misleading by exaggeration. Specific to the claims implying treatment for Piles, the advertisement is in breach of the law as it violated Schedule J of The Drugs and Cosmetic Act, 1940 and Rules, 1945.
  • Dr Asma Herbals (Pygo-9 Capsules & Tubes): The advertisement’s claims (in Hindi), as translated into English, “Get Relief from Piles” and “Avoid Operation” were not substantiated with supporting data and are misleading. Also, specific to the claim implying treatment/cure for Piles, the advertisement is in breach of the law as it violated Schedule J of The Drugs and Cosmetic Act, 1940 and Rules, 1945.
  • Shree Hari Clinic: The advertisement’s claims (in Hindi) as translated into English, “Without operation” and “Successful treatment of stone, piles and tumour,” were not substantiated with clinical evidence, and are misleading. Specific to the claims related to successful treatment for stone, tumour, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act. Also, specific to the claims related to successful treatment for Piles, the advertisement is in breach of the law as it violated Schedule J of The Drugs and Cosmetics Act, 1940 and Rules, 1945.
  • Luna Pharma (Jambola Liquid): The claims in the advertisement (in Marathi), as translated into English, “Take two spoons morning and evening and keep your body healthy and disease free always” and “23 herbs will safeguard you from many illnesses” referring various benefits, in particular – benefits related to immunity, physical debility, sleep disorder, skin diseases, eye problem, diabetes, chronic fever, liver problems, jaundice were not substantiated with proof of efficacy of the product, and are misleading by exaggeration.
  • Medinn Belle Herbal Care (Endura Mass): The advertisement’s claims, “Endura Mass is India’s leading weight gainer. It has helped millions of underweight people to gain the right weight” and “Gain Weight, Stay Fit.,” were not substantiated and are misleading by exaggeration.
  • Medinn Belle Herbal Care (Endura Mass): The claims in the advertisement, “With Millions of Happy Customers India’s most trusted and favourite weight gainer for years,” “Endura Mass is India’s leading weight gainer,” “It has helped millions of underweight people to gain the right weight,” were not substantiated and are misleading.
  • Adila Biotech Pvt. Ltd. (Aloe Vera Juice): The advertisement’s claims, “Immune Booster” and “Reduces Heart Attacks,” were not substantiated with clinical evidence for the product, and the claims were misleading.
  • Butterfly Ayurveda Pvt. Ltd. (Butterfly Tea): The advertisement’s claims for SUPRABHAT CHAI (Good Morning Tea), “Cognition Enhancer Tea: Improves Concentration and Immunity,” for RATRI CHAI (Night Time Tea) Relaxing Tea-Caffeine Free, “Strengthens memory & learning abilities, Alleviates muscle spasms” were not substantiated with any clinical data and are misleading.
  • SKS Ayurveda Impex Pvt. Ltd.: The advertisement’s claims (in Hindi), as translated into English, “Over the years doing research on Ayurveda is a certified company that has found the Medicine which reduce flabbiness and accumulated fat in children, women and men and give right shape. It has no side effects,” “No weakness after using this medicine. After 90 days use of this Medicine you will see yourself that you have reduced your five to 35 kilograms weight otherwise get your money back,” were not substantiated with authentic supporting data and are misleading.
  • Alfa Wellness Herbals Pvt. Ltd.: The advertisement’s claims (in Hindi), as translated into English, “Alfa Wellness – Reduce Weight Without Surgery,” “3-10 kg only in 30 days,” “Effective in Hypothyroid, Diabetes, PCOD, Hyper Tension and for Children, too,” were not substantiated with supporting clinical evidence and are misleading. Also, the visual showing the image of before and after the treatment was considered to be misleading.
  • Apple Therapeutics (apifil-m): The claims on the pack insert state that the product is not to be used for children below two years; however, the promotional material carries images of babies and is misleading by implication. The promotional material also is likely to encourage negligence regarding use of the product.
  • The Body Care Slimming & Beauty Clinic for Men & Women: The advertisement claims, “Stay slim forever without dieting,” “reduce six to eight centimetres from tummy, hips and thighs. Long Standing,” were not substantiated with supporting evidence, and are misleading. Also, the claim of efficacy being depicted via images of before and after the treatment is misleading.
  • Ayushman Healthcare (Dot Six Tablet): The advertisement’s claims (in Hindi) as translated into English, “No Side Effects” and “1 tablet gives relief from unwanted pregnancy for 6 months,” were not substantiated with product efficacy data and were grossly misleading.
  • Chungath Clinic: The advertisement’s claim, “US FDA Approved Cryolipo & I-Lipo,” was not substantiated. The claim support data was considered to be inadequate as the advertiser has provided explanation about their techniques, but have not substantiated the claims. In addition the claims, “Obesity Solutions for All” and “For Effective Fat Reduction,” were not substantiated with clinical evidence. Also, these claims along with the visual in the advertisement were considered to be misleading.
  • Naturoveda Health World: The advertisement claims, “Our Mission, Healthy Indian 3, 00,000 till now!!,” “Naturoveda till date, in Kolkata alone has treated more than three lakh patients through natural methodologies” and “The best in the field of natural treatment,” were not substantiated with supporting proof. Also the claim, “Best Ayurvedic and Unani Clinic 2009 / 2014” was not considered as an award to be acceptable as there was no rationale for this award to be presented to the organization and it was not clear as to how the advertiser was chosen to be the best. Also, the award was not current and not relevant as claim support for claiming to be “the best”. Further the claim, “Knee Pain can be Effectively Eradicated,” was not substantiated with proof of efficacy. Also, these claims were considered to be grossly misleading.
  • Amplifon India Pvt Ltd. (Hearing Aid & Hearing Care): The advertisement claims, “World’s largest” ” was not substantiated with data comparing the market share of the advertiser versus other similar companies and is misleading by exaggeration. Also the claim, “Over 200 Clinics with experienced Audiologists” was inadequately substantiated and is misleading. Further the claim, “free Aftercare for Lifetime” is misleading by omission of the condition i.e. mention of the chargeable part is missing.
  • Deltas Pharma (Deltas Pancha Tulasi Drops): The advertisement’s claims (in Hindi) as translated into English, “Elimination of bacteria from drinking water” and “Increase immune capacity” were not substantiated with proof of product efficacy as per the dilution indicated in the advertisement (15 drops in 10 litres of water) and are misleading.
  • Digamber Medimart Pvt. Ltd. (D Brain Capsule): The claims in the advertisement, “Live a tension free life – D Brain Ayurvedic Medicine is beneficial in heaviness in the head, lack of sleep because of stress, irritation, getting angry frequently, lack of tolerance power. D Brain corrects any type of mental stress, fatigue due to mental efforts, mental trauma and keeps the mind peaceful,” were not substantiated with product efficacy data, and are misleading. Also the claim, “Digamber Medimart Pvt Ltd has found in a research that 99% People in the Country are Leading a Stressful Life,” was not substantiated with authentic reference and is misleading by exaggeration.
  • Amlaya Herbals (Amlaya Anti-Ageing Powder): The advertisement’s claims (in Hindi) as translated into English, “At the age of 55 have childlike skin,” “It neutralizes the effect of age on your skin,” “One best ayurvedic tonic and rejuvenator, which helps to reduce wrinkles and removes extenuation,” “It is full of anti-oxidant, iron, vitamin c, and other vitamins, which keeps your skin fresh for years and years” and “It reduces vitamin and blood deficiency and increase immunity power and is useful in blood pressure, diabetes and heart diseases,” were not substantiated with product efficacy data and are misleading by exaggeration.
  • Phool Life Healthcare Pvt. Ltd. (Denguria Tablets): The advertisement’s claims, “Excellent Medicine for Dengue” and “Indications: Dengue, Typhoid, Viral Fever,” were not substantiated and are misleading.
  • Devgon Pharmaceuticals (Sehat Plus Capsule and Tonic): The claims in the advertisement, “Removes Weakness and Tiredness,” “Gives 5 Benefits – Provides Nutrition – Better Immunity – More Stamina – Restores Energy – Proper Growth,” “Keeps You Physically Fit & Mentally alert,” were not substantiated with evidence of product efficacy, and are misleading. The claim, “An Ayurvedic Health Tonic Trusted & Recommended by Doctors,” was not substantiated with data specific to doctor recommendations, and is misleading.
  • Alopecia Treatment Center: The claims in the advertisement, “100% Natural & safe treatment,” “No oral pills, no side effects” and “20 Years of clinical research,” were not substantiated and are misleading.
  • TVC Life Sciences Limited (Quit T): The claims in the advertisement (in Hindi) as translated in English, “Quit Alcohol On your own,” “Millions of people left intoxication with Quit T and leaving a happy and healthy life,” were not backed with supporting data. Also, the claims, “After using Quit T 4-5 weeks person will leave alcohol and tobacco forever. With the use of second pack of Quit T persons liver and heart cells which is affected by alcohol and tobacco, start getting resurrected,” were not substantiated with efficacy data of the product. Also, the claims are misleading by exaggeration.
  • Sonia Honey: The claims in the advertisement “Sonia Honey scored the highest on the main parameters of honey purity in a recent analysis of all Indian branded and unbranded honey” and “Sonia Honey The perfect natural Sweetner is: Anti-Aging, Anti- Cancer,” were not substantiated and are misleading.
  • VM Health Products (BP- Salt): The claims in the advertisement, “BP-SALT,” “To Prevent & Control- High BP, Diabetes, Obesity, Overweight, Excess Body Fluids.,” “To Prevent- Heart Attack, Stroke, Kidney Failure, Kidney Stone, Cancer- Stomach, Osteoporosis.,” “To Reduce the Medicine to the minimum/Nil.” and “Endowed with Enormous Health Benefits, Tasty” were not substantiated with product efficacy data, and are misleading.
  • Klf Nirmal Industries (P) Ltd. (KLF Coconad Natural Coconut Sugar): The claim in the advertisement, “Lower Glycemic Index* than ordinary sugar makes it a healthier alternative to ordinary sugar” and “with no side effects” was inadequately substantiated, and is misleading.
  • Pitrashish Marketing Entertainment Ltd. (Jamun Vineger): The claims in the advertisement (in Urdu), as translated into English, “Beneficial in the Sugar problems,” “Controls Obesity,” “Purifies the blood,” “Removes Constipation,” “Increases appetite,” “Brings glow to the face,” “Reduces the swelling,” “Helpful in Urine infection,” were not substantiated with clinical evidence or proof of efficacy for the product, and are misleading.
  • Mahesh Oil Industries (Saloni Edible Oil): The claims in the advertisement (in Bengali), as translated into English, “Reduces Heart Problems by 70%” and “It has omega 3 which reduces the risk of cancer,” were not substantiated with clinical evidence or proof of efficacy for the product, and are grossly misleading.
  • Royal Bee Natural Products Pvt. Ltd. (Royal Bee Slim Honey): The advertisement’s claims, “Reduce weight up to 3KG per Month,” “Improve Body Efficiency,” “Weight Loss,” “Natural Glow and Clear Skin,” “Instant Energy,” “Increase immunity,” “Better Digestion,” “Made with mixture of herbs,” “Reduces weight and keeps healthy” and “No side effects” were not substantiated with proof of efficacy of the product, and are misleading. Also, the visual on the pack is misleading by implication that use of the product induces weight loss.
  • Coconut Development Board (Coconut Milk Product): The advertisement’s claim, “Introducing the Miracle Drink that boosts immunity” has not been substantiated with evidence of how consumption of CBD’s Coconut Milk shake enhances immunity of consumers in general and of those easily susceptible to common diseases. Also the phrase, “The Miracle Drink,” was considered to be misleading by exaggeration. Further the claims in the advertisement, “Ideal Drink with antimicrobial properties,” “Rich source of antioxidants,” “Anti-Viral, Anti-bacterial and Anti-fungal” and “Store house of vitamins B, C and E.” were not substantiated and are misleading.
  • GHCL Ltd (i-FLO Salt): The advertisement’s claims, “Premium Iodised Salt with Herbal Extract,” “I-FLO SALT CONTAINS Turmeric: An anti-inflammatory, antibacterial and antioxidant, Cardamom: Good for digestion, Kutaja: Antimicrobial, Malabar Nut: Good for Respiratory disorder, Ginger: Contains Vitamin B6, Long Pepper: Better Cardiovascular Health, and various other herbs” and “Healthy Replacement for Iodized Salt,” were not substantiated with any technical data and evidence of product efficacy. Also, these claims as well as claims, “Consume Less Salt. Use Herbal Salt” and “Add a pinch of good health, every time” are misleading by ambiguity and implication.
  • M.K Agrotech Private Limited (Sunpure Sunflower Oil): The advertisement’s claim, “Protect Your Heart with Natural Oryzanol in Sunpure,” was not substantiated and is misleading by implication as the reference of oryzanol benefits pertain to Rice Bran oil and have not been established for the advertised product i.e. Sunflower oil.
  • Sheelpe Enterprises (Aava Natural Mineral Water): The advertisement’s claim, “”Every bottle of Aava saves 2 bottle of water” was not substantiated and is misleading by ambiguity and implication that other water sourcing options would waste 70% or more water. Further, the claim, “Protects against mineral and vitamin deficiencies” was not substantiated. This claim was also misleading by ambiguity regarding the specific minerals and vitamins being referred to in the advertisement. Also the claim in the advertisement, “India’s most certified Natural Mineral Water” was not substantiated adequately and is misleading by exaggeration.
  • Cargill India Pvt. Ltd. (Gemini Cooking Oil): The advertisement’s claim (in Marathi) as translated into English states, “. . . . Keeps you and your family healthy for a year,” was not substantiated with proof of efficacy of the product, and is misleading by exaggeration.
  • Shyam Oil Mills (Sona Sikka Refined Oil): The claims in the advertisement, “Health Benefits: Controls levels of cholesterol – Cancer prevention – Blood pressure – Boosts Immune System” given along with the product visuals are misleading by ambiguity and implication.
  • Miracle Alkaline Water: The advertisement’s claims (in Kannada), as translated in English, “To control obesity, cancer, diabetes, acidity and arthritis by drinking Miracle Alkaline Water,” and “Anti- Aging, Anti-Oxidant, Anti-Hangover,” were not substantiated with supporting clinical data specific to the product, and are misleading by gross exaggeration.
  • Sunnah Enterprises (Jamun Vinegar): The claims in the advertisement, “Homemade treatment for Sugar patients,” “Beneficial in sugar related problems,” “Prepared from Methi, Ashwagandha, Nagori and jamun honey that gives you energy naturally. Helpful in the Joints pain,” “Other Medicines harms you. As the sugar patients are weak, these other medicines make them weaker. So use this product and stay fit and healthy,” were not substantiated with clinical evidence or proof of efficacy for the product, and are misleading.
  • TGB Bakers n Confectioners Pvt. Ltd. (TGB Cakes n Bakery): The claim, “Cancer Free” is misleading by ambiguity as while the product could be Potassium Bromate free it cannot claim to be Cancer free.
  • Buzz Live Foods (Pelicana DD Drinker’s Drive): The advertisement claims (in Hindi), as translated into English, “Pelican DD – Reduces the acidic elements in the blood – Stops the cells and weak organs from getting affected – Removes the hang over, body pain and fatigue – Reduces the amount of Alcohol in the blood (BAC level),” “A sure shot medicine to correct the harm caused due to alcohol  – Pelicana DD,” were not substantiated with supporting clinical data specific to the product, and are misleading by gross exaggeration. The claim is also likely to encourage negligence among consumer regarding alcohol intake. The claims, “International Recognized,” and “Approved by Indian and Worldwide Research Centres,” were not substantiated with supporting proof, and are misleading.
  • Mushroom World Ayurved & Food Pvt. Ltd. (Mushroomex Mushroom Powder): The advertisement’s claims (in Hindi), as translated into English, “India’s best Mushroom Health Powder” and “India’s No. 1 Leading Ayurvedic Product for Weight Gain,” were not substantiated with comparative data versus other similar products in the same category. Further the claim, “More than 8 lakh people benefitted,” was not substantiated with authentic evidence. Also, the claim, “Beneficial in keeping away debility Permanently,” was not substantiated with proof of efficacy of the product. Also, these claims were considered to be misleading by gross exaggeration.
  • Medinn Belle Herbal Care (Endura Mass): The advertisement claim, “India’s most trusted and favourite weight gainer for years,” was not substantiated with comparative data versus other similar products in the same category, and is misleading by gross exaggeration.
  • M.K Agrotech Private Limited (Sunpure Sunflower Oil): The advertisement’s claim, “For Stronger Heart & Healthy Body,” was not substantiated and was misleading.
  • Green Life Pharma (Stevita): The advertisement claims (in Hindi), as translated into English, “Completely without any side effect,” “Controls High Blood pressure,” “Controls Obesity” and “Protects from Heart Disease, kidney diseases, dental and skin diseases,” were not substantiated with clinical evidence for the product efficacy, and are misleading by gross exaggeration.
  • Himalaya Company (Himalaya Facewash): The advertisement’s claim in Hindi, “Isme hai neem aur haldi ki kudrati achchai Jo aapko har tarah ki skin problems se suraksha de” (“This has the goodness of neem and haldi that gives you protection from every skin problems”) was not substantiated with product efficacy data, and the claim is misleading by exaggeration.
  • X-Men Instant Fairness Cream: It was noted that the fairness improvement benefit claim in the TVC (in Hindi) of X-Men Instant Fairness Cream was depicted by transformation of skin tone and seen in conjunction with the other claims, “Instant fairness” and “Isme hai active whitening peptide ki Shakti jo dull skin aur dark spots se laday,” was not substantiated and is misleading by exaggeration. Also, the visual showing the transformation of the model’s face from dark to fair is misleading and contravened Clause 2 of the ASCI Guidelines of Advertising for Skin Lightening or Fairness Improvement Products (“The pre- and post-product usage visuals of model/s using special effects should not be dramatized or exaggerated so that efficacy depicted is not drastically different than what can be delivered by the product.”)
  • Baba Alam Pasha Bangali: The advertisement’s claims, “Call and Get solution. 100% Guaranteed solution within 3 Hrs,” “Problem solved by seven strength of Elam,” “Baba Alam Pasha Give 1st priority to his Guarantee. Problem Like: Business, Forgin Tours, Love Affairs, Husband and Wife Queries, Real Estate Divorce, Inter Caste Love Marriage, Family Dispute, Court Case, Sickness, Woman Enemy etc” and “Specialist in Vashikaran & Muthkarni,” were not substantiated and are misleading by gross exaggeration. Also, the advertisement exploits consumers’ lack of knowledge and is likely to lead to grave or widespread disappointment in the minds of consumers.
  • Shaikh Akbar Khan Bangali: The advertisement’s claims, “Problem solved 100% in 1 hours,” “Special in: Business Loss, marriage, relief from co-wife, health problem but medicines not effect, visa, job education, husband & wife problem, home, film career, property case’s, children, one stop center for all problems solution at here” and “If anybody can compete my work I will give you 11 lakhs, Nobody can beat me,” were not substantiated, and are misleading by gross exaggeration. Also, the advertisement exploits consumers’ lack of knowledge and is likely to lead to grave or widespread disappointment in the minds of consumers.