ASA rejects Unilever's 'misleading' claim against P&G's Ariel

P&G: ad is accused by Unilever of being 'ambiguous and misleading'
P&G: ad is accused by Unilever of being 'ambiguous and misleading'

The Advertising Standards Authority (ASA) has ruled against a complaint by Unilever over an ad for rival Procter & Gamble's (P&G) Ariel Liquid Detergent and Ariel Stain Remover.

The TV ad depicts two young women in a laundry room discussing the "weird mystery" stains on a vintage dress. One of the women says: "Mum sent down this Ariel stain remover stuff to put in the wash with Ariel and it’s like three times as powerful apparently."

On-screen text states: "Tested on bleachable stains vs 3x dose Ariel Compact." A visual of an Ariel liquid detergent bottle, a "+" sign and an Ariel stain remover box are accompanied by a voice-over stating: "Ariel plus Ariel Stain Remover, triple your power against stains."

A magazine ad made similar claims, with similar qualifications.

The ads received a single complaint, from Unilever. Unilever challenged whether the claim "3x stain removal power at 30 degrees C" in combination with the qualifications in the ads was misleading and ambiguous.

P&G countered that the ads conceptualised the benefits of combining Ariel Stain Remover and Ariel Liquid Detergent and insisted that both made it clear that Ariel Compact’s performance was equal to three doses of Ariel Liquid.

The ASA acknowledged that the "three times stain removal power" claims in both ads were accompanied by sufficiently explanatory text. It also noted that the ads included visuals of the two products together, so that consumers would understand the stain removal claims referred to a dose of each of the two advertised products.

The complaint was not upheld and no action was taken.

P&G: ad is accused by Unilever of being 'ambiguous and misleading'


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer