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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here