ASA removes Cillit Bang advert from screens over 'misleading' product claims
A TV advert for Cillit Bang featuring Barry Scott has been banned by the Advertising Standard’s Authority.
The advert, which appeared to claim that the cleaning product Cillit Bang Limescale & Shine with Turbo Power removed stains instantly, but stated in text on-screen that it took seven minutes, received five complaints that it misleadingly exaggerated the product’s capabilities.
Reckitt Benckiser, which owns the product, defended the ad, stating that it had presented the time expected for it to be effective on-screen, however the ASA partly upheld the complaints, despite Clearcast having previously cleared the campaign.
One of the main factors for the ban was due to the use of a voicemail that stated "Limescale, gone in seconds", despite the text claiming it would take seven minutes.
As a result the advert, developed by Havas Worldwide London, will not be allowed to run again in its current form.
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