Household cleaning specialist Jeyes has been rapped by advertising watchdogs for claiming its Parozone bleach products kill 100% of toilet germs.
The Advertising Standards Authority has told the company that the claim, made on the company’s website, must not appear again in its current form.
The ASA upheld a complaint by The Clorax Company, which challenged whether the claim “Parozone kills 100% of toilet germs” was misleading, and if it could be substantiated, because it understood that it was not possible to achieve a 100% reduction rate with industry testing.
Jeyes had argued that the claim could be substantiated and was not misleading. It said its bleach products had passed a standard EN1276 test with at least a “five-log reduction for all test species”, which equated to a 99.999% reduction in all test species. It did however acknowledge that it could not give a 100% result and that it was not a generally accepted industry norm to round up a basis 99.9% reduction to 100%.
In its ruling, the ASA concluded that the claim “Parozone kills 100% of toilet germs” had not been substantiated and was misleading.
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