PZ Cussons wins the claim game as ads are backed up with detailed evidence
The makers of the original source shampoo and shower products was challenged over misleading claims that questioned whether they could be substantiated; however the Advertising Standards Authority was more than happy with PZ Cussons’ response.
The complainant challenged whether the following claims were misleading and could be substantiated:
- ‘7,927 TINGLING REAL MINT LEAVES’
- ‘40 REAL ZINGLY LIMES’
- ‘10 REAL ZESTY LEMONS’
- ‘157 RELAXING LAVENDER FLOWERS’
Evidence provided
However, the hair care manufacturer was quick off the mark to provide evidence, which contained calculations of the ingredient amounts for each of the products, which were the subjects of the complaint.
Each document was ratified by the managing director of the essential oils company who supplied the ingredients to PZ Cussons.
Having received the information that backed up the complaints, the advertising watchdog had no choice but to throw the case out and let PZ Cussons continue as it was.
“We noted that PZ Cussons sent us ingredients documents, which contained detailed information as to how they calculated the amount of mint leaves, limes, lemons and lavender flowers in their respective original source shower gels,” says an ASA statement.
“We noted that these documents were ratified by the managing director of the essential oils company who supplied the ingredients to PZ Cussons. We were satisfied that the documents provided sufficient evidence that the ingredients in question were present in their respective shower gels in their quoted amounts.”
All in order
The ASA also considered that consumers would understand that the claims regarding the number of mint leaves and lavender flowers were unlikely to be exact but rather an approximation.
The consumer organisation notes that when approximating the amount of mint leaves and lavender flowers in their respective shower gels, PZ Cussons had used figures that were lower than the amounts quoted for these ingredients in their ingredients documents.
“We considered the quoted amounts of ingredients were accurate and we therefore concluded that the ads were not misleading,” ASA concludes.
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