Ref : ER/Press/‘04/LGAD.8/sam/DG

ASCI upholds CERS’ complaints on LG ads

Upholding two complaints by Consumer Education and Research Society (CERS), Ahmedabad, the Consumer Complaints Council (CCC) of the Advertising Standards Council of India (ASCI), Mumbai has described as misleading LG’s “India’s No.1 brand” ad and the ad claiming LG’s airconditioners providing “healthiest air”.

CERS urged ASCI for taking action on LG’s “India’s No.1 brand brings you the No. 1 offer” advertisement which had appeared in ‘The Hindustan Times,’ Kolkata on 22 April 2003 and LG’s ad on airconditioners, “When you can give them the healthiest air in the world, why take chances” in the same paper on 25 April 2003.

CERS objected that LG had to substantiate its claim being the No. 1 brand. Without relevant statistics of independent surveys, LG could not make the claim. Again, LG had to substantiate its claim of giving the healthiest air in the world. Without independent comparative studies, it could not make this claim on its airconditioners, CERS told ASCI.

Earlier CERS had written to the Managing Director of LG Electronics Ltd, Noida to “substantiate with relevant statistics of independent surveys, the claim that LG is India’s No. 1 brand” and “substantiate with independent comparative studies, the imputation that an LG AC gives the healthiest air in the world”. The MD did not reply.

ASCI had also called for comments from LG on the objections raised against the ads. LG failed to represent to ASCI’s Consumer Complaints Council while it was proceeding on the complaints. And the CCC considered the complaints ex parte and upheld CERS’complaints against the ads.

During the personal meeting at ASCI, the advertiser had informed that the said advertisements had been discontinued. ASCI wrote to the advertiser to modify advertisements appropriately, if released in the future.

Date : 20/02/04
Place : Ahmedabad

Pritee Shah
Editor
INSIGHT —The Consumer Magazine

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CONSUMER EDUCATION AND RESEARCH SOCIETY
“Suraksha Sankool”, Thaltej, Sarkhej-Gandhinagar Highway,
Ahmedabad- 380 054 (INDIA)
Phone: 079-7489945-46 Fax: 079-7489947
E-mail: cerc@wilnetonline.net
Web Site: http://www.cercindia.org
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