Dettol censured for bacteria claim

The advertising regulator has censured household goods giant Reckitt Benckiser for making “unsubstantiated” claims about its Dettol Surface Cleanser in a television ad. The commercial claimed that a chopping board harbours 50 times more bacteria than a toilet seat.

The campaign, created by Euro RSCG London, has been banned by the Advertising Standards Authority (ASA) as it misleadingly exaggerates the dangers posed by the bacteria on chopping boards. The voice-over says: “Fact: your chopping board harbours 50 times more bacteria than your toilet seat. But Dettol Surface Cleanser kills 99.9% bacteria.”

Complaints against Universal Music UK’s television ad for the CD Clubland 11 showing images of nightclubs and beach scenes spliced with young people talking to camera have also been upheld by the ASA. The ad features a young woman saying: “Morning, woke up – did not have a clue what his name was.”

The ASA ruled that the ad encouraged immoderate drinking and linked alcohol with sexual activity and success.

The regulator has also upheld a complaint against a press ad in Official Playstation 2 magazine for adult chat lines featuring pictures of women in bikinis alongside taglines such as: “I want to make you shoot” ; “30 second quick relief” and “Hear me moan.” The ASA has ruled against the publisher Global Media Services because the ad was unsuitable in a magazine aimed at children under 16 years of age.

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