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Advertising Rights Digest - Arm yourself with knowledge

Published on 12 May 2011

April's Relevant ASA Rulings
06 May 2011

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Parmalat Yogofun Yoghurt / WA Bright

Parmalat submitted that the word "yoghurt"� will be replaced with "dairy snack"�, and that the word "smooth"� will be deleted from the packaging. It added that the current packaging would run out within a period of three months.


Fishaways tv ad is in cartoon animation style, with simple line drawings for the characters. In addition, unlike Ocean Basket characters, the respondent's underwater characters do not have human faces. The hypothetical reasonable person watching the commercials will not confuse the two competitors and products offered. As such, the two parties" advertising is clearly distinguishable.

Garnier Mineral Deodorant / Unilever

The claim in issue states that the Mineralite in the Garnier products "helps to protect against moisture."�
This confirm that the relevant Garnier products with Mineralite absorb water/ moisture and retain it for a longer time than does the formulation which uses talc and not perlite. The claim is therefore not misleading.

Trellidor "Strongest Locking System " / V PIllay

The claim that by Trellidor that"we ... have the strongest locking system on the market ..."� was unsubstantiated and in contravention of Clause 4.1 of Section II of the Code.

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