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Soap Opera: Advertisement Throws ‘Head & Shoulders’ Off Balane

The ASA has demanded that the television commercials for ‘Head and Shoulders’ Shampoo, that claims cent percent dandruff free efficacy of their products, is required to be// modified. Adverts for ocean spa and cool menthol varieties of the shampoo are the ones working up more soap than required.

Procter & Gamble, the maker of Head & Shoulders, has clarified its stance, insisting that the advertisement speaks of a 100% flakes claim, not apparent from a two feet distance.

The ASA says,” We considered consumers were likely to interpret the claim '100% visible flakes with regular use' as referring to dandruff which was visible to them – for example, when they were styling their hair in a mirror - as well as dandruff flakes visible to others. We did not consider that they would be aware that the claim had been based on flakes visible only to others from a distance of two feet.”

Holding on to its two feet measurement, Procter & Gamble has expressed that this distance is the practical distance between two people speaking to each other. Any further proximity would mean stepping into another’s personal arena.

Procter & Gamble said, "The ASA ruling concerns a small point of clarification and we have already made the necessary adjustment to our advertising. Head & Shoulders has been a very popular anti-dandruff shampoo for many years with millions of satisfied consumers who love the product and remain loyal to Head & Shoulders as they know it effectively controls their dandrff."

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