Unilever has been forced to amend a claim in its advertising that Persil Aloe Vera is “proven to be milder than the leading non-bio brands”, following complaints by its arch-rival Procter & Gamble to the Advertising Standards Authority (ASA).
The claim was made by Unilever UK subsidiary Lever FabergÃ©, in a direct mail campaign. P&G, which manufactures Ariel, challenged the implication that Persil Aloe Vera is milder than rival non-biological brands on sensitive skin (MW September 25).
According to the ASA, the claim was misleading because Lever FabergÃ© was unable to provide convincing evidence that Persil Aloe Vera is milder than the “leading” non-biological brands. Lever FabergÃ© has been referred to the Committee of Advertising Practice (CAP) Copy Advice team.
The campaign featured a baby’s bottom and the words: “For something as soft as this…”, followed by a woman’s naked upper body with the tagline: “you need something as kind as this.”
The ASA has also upheld complaints against Carphone Warehouse for sending out a commercial text message without consent. The retailer sent out a text message offering the chance to win a DVD player or six months’ line rental, if recipients called a certain telephone number.