'Misleading' Sanex shower gel advert banned
An ad for a Sanex bath gel has been banned for suggesting that it contains no man-made chemical ingredients, a regulator said.
The television ad for Sanex Zero% showed naked people applying various coloured substances to their bodies with a voice-over saying: "We put so many different chemical ingredients on to our skin."
It then showed a woman in the shower using the advertised product accompanied by a voice-over stating: "New Sanex Zero% contains just the ingredients you need for clean, healthy skin. Sanex Zero%. Keep skin healthy."
One complainant challenged whether the ad misleadingly implied that the product contained no man-made chemical ingredients, while another believed the gel contained ingredients such as perfume which were not necessary for clean, healthy skin.
Defending the ad, Colgate-Palmolive said the Sanex Zero% range contained between nine and 11 ingredients compared to the market average of 23 ingredients.
The ad made no references which might have led the consumer to believe the product was composed entirely of natural ingredients and made no claims about whether the chemical ingredients were man-made or natural, it added.
Upholding the complaints, the Advertising Standards Authority said: "Since we understood that the advertised products contained man-made chemical ingredients, we concluded that the ad was misleading and breached the code."
It ruled that the ad must not appear again in its current form and told Colgate-Palmolive to ensure future ads were not likely to mislead.
Emergency landing at Heathrow sparks further controversy over London airport capacity
Unrest may spread across Europe, warns Red Cross chief
French government seeks to ban extreme right-wing group
BNP and EDL accused of attempt to fuel racial hatred after Woolwich terror attack
You want to get an Eton scholarship? All you need to do is answer four (not so simple) questions
- 1 What, let gays get married? We must be bonkers
- 2 Rocky Horror star Tim Curry 'suffers major stroke'
- 3 Exclusive: How MI5 blackmails British Muslims
- 4 Lord of the Sings: Sir Christopher Lee, 91, to release heavy metal album
- 5 Exclusive: Woolwich killings suspect Michael Adebolajo was inspired by cleric banned from UK after urging followers to behead enemies of Islam
BMF is the UK’s biggest and best loved outdoor fitness classes
Find out what The Independent's resident travel expert has to say about one of the most beautiful small cities in the world
Nook is donating eReaders to volunteers at high-need schools and participating in exclusive events throughout the campaign.
Get the latest on The Evening Standard's campaign to get London's children reading.
Win anything from gadgets to five-star holidays on our competitions and offers page.