TV ads leave packaged goods giants ‘red faced’

Television ads for GlaxoSmithKline-owned Horlicks and Nestlé’s Maggi noodles claiming that they help children grow taller or stronger have accidentally been broadcast in the UK. The ads were shown on a UK satellite channel, in an embarrassing incident for the two packaged goods giants.

The ads, broadcast on Nepali TV, have been censured by the Advertising Standards Authority (ASA), which has asked the broadcaster not to repeat the ads in their present form in the UK.

The Horlicks ad shows the difference in children who have consumed Horlicks and those who did not. A voice-over says: “Proof has been found! Children have become taller, stronger and sharper.”

The TV ad for Maggi noodles claimed the product contained protein and calcium and “helps build strong muscles and bones”.

The ASA has upheld a complaint about a direct mail campaign for Boots. It distributed a leaflet comparing prices with rival Superdrug. The latter complained that the copy, which said “prices that will give Superdrug wrinkles!”, did not make it clear that it was comparing promotional prices at Boots with its standard prices.

The regulator has also ruled that a TV ad for Carlsberg’s Draughtmaster, showing a man pulling a pint, can no longer be broadcast in its current form. A complaint against the ad, created by Saatchi & Saatchi, has been upheld as misleading. A voiceover says: “Imagine pulling the perfect pint. At home… Carlsberg Draughtmaster. Probably the best barbeque accessory in the world.”

The ad was challenged because instructions to the Draughtmaster state that the product is unsuitable for outdoor use and state: “Never use this appliance outdoors.”