Lever Fabergé has been rapped by advertising watchdogs for “misleading” consumers in a direct mailshot for Persil Aloe Vera laundry tablets.
A complaint was brought about by rival Procter & Gamble against Lever Fabergé’s claim that its detergent was “proven to be milder than the leading non-bio brands” on sensitive skin.
The Advertising Standards Authority said LF was wrong to make the claim although its tests found that the Aloe Vera variant was “milder” than the two leading non-biological detergents.
The ASA said it could not accept the results of the tests because they did not replicate consumers’ use of the product.
It ruled the mailing could mislead consumers and told Lever Fabergé to amend the claim.
A complaint was brought about by rival Procter & Gamble against Lever Fabergé’s claim that its detergent was “proven to be milder than the leading non-bio brands” on sensitive skin.
The Advertising Standards Authority said LF was wrong to make the claim although its tests found that the Aloe Vera variant was “milder” than the two leading non-biological detergents.
The ASA said it could not accept the results of the tests because they did not replicate consumers’ use of the product.
It ruled the mailing could mislead consumers and told Lever Fabergé to amend the claim.
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