Famous detergent brand claimed 'cleans in one wash'! Ministry issued a fine
It was determined by the Ministry of Trade that a stain, which the famous detergent brand Ariel claimed in its advertisements to clean in a single wash, only came out after 8 washes in tests conducted by the Ministry. The Ministry determined that the advertisements were misleading, imposed a 2.2 million lira fine on the Ariel brand owned by Procter & Gamble, and ordered the suspension of the advertisements.
Following a complaint filed with the Ministry of Trade, the advertisements for the powder detergent named Ariel Hızlı Çözünme Dağ Esintisi (Ariel Fast Dissolving Mountain Breeze), owned by the company Procter & Gamble, were examined by the Advertising Board.
The Board determined that the claim in the advertisement broadcast on television and digital platforms, which stated that it provides higher cleaning performance with less detergent compared to rival brands, did not reflect the truth.
STRIKING TEST RESULTS
In the advertisement, it was claimed that Ariel cleans a stain with 1 scoop that competitors clean with 2 scoops of detergent. However, it was determined that the IPSOS report presented by the company to support this claim was not scientifically sufficient.
In independent tests conducted by the Ministry, it was revealed that the stain, which was claimed to be cleaned in a single wash in the advertisement, could only be removed after 8 washes. This situation proved that the advertisement was misleading.
ADVERTISING SUSPENSION AND FINE
The Ministry of Trade determined that Ariel misled consumers and imposed an administrative fine of 2.2 million lira. Additionally, a decision was made to remove the relevant advertisements from broadcast.
News Source: 12punto
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