ASA retreats on P&G ad attack

The Advertising Standards Authority has diluted its criticism of last year’s Procter & Gamble knocking ad campaign against Lever Brothers’ Persil Power.

In an original draft leaked to Marketing Week (December 2), the ASA upheld four out of six complaints made against P&G by two complainants, including Persil maker Lever Brothers. In the final version only three of the six complaints are accepted.

The revised report coincides with Lever’s decision effectively to kill Persil Power by withdrawing the manganese “accelerator” from its Radion Micro and Surf Super Concentrated and introduce its New Generation version. Tesco, Sainsbury’s and other retailers are dropping Persil Power.

The ASA originally accepted – and subsequently rejected – that the “ads mislead as to the extent to which products containing the `accelerator’ were unsafe”. It accepted Persil Power was more harmful than any detergent on the market but that the P&G ads “exaggerated [the] overall impression of the damage caused by the complainant[Lever’s] products”.

An ASA spokesman refused to comment the about turn.

“The ruling is confidential, and it would be inappropriate of me to comment,” says P&G marketing services director Dick Johnson.


Coke picture is clouded by uk scene

Marketing Week

Own-label challengers are hitting Coca-Cola far harder than rival Pepsi cola in the UK. Figures exclusive to Marketing Week show that while Pepsi’s figures have remained fairly stable since a host of private label launches over the past year, Coke’s have slumped. The research, carried out by Nielsen, shows that between August 1993 to December […]

Daewoo to launch white goods range

Marketing Week

Daewoo Electronics UK is planning to enter the UK white goods market this year with a range of “revolutionary” washing machines and refrigerators. According to sales and marketing director Clyde Roberts, the washing machines have a number of features that set them apart from rivals. Roberts says they can wash effectively with pure cold water, […]


Marketing Week

DRTV is experiencing rapid growth. But it is up to advertisers to decide whether to use direct response or branded response commercials


    Leave a comment