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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.