The ASA has cleared Procter & Gamble’s campaign, created by Grey London, for Fairy washing-up liquid following a complaint from Robert McBride Ltd that it was misleading.
The company challenged whether the claims in a TV, print and digital ad that Fairy lasted twice as long as the next best-selling brand were misleading and could be substantiated.
P&G replied that AC Nielsen volume share data demonstrated that Persil was the next best-selling brand. It said the claim was intended as a mileage claim, not a value claim, and provided copies of the tests.
The ASA said: “Because the ads focused on the mileage of the products, we considered consumers would understand that the comparison was between the longevity of the Fairy product and that of the Persil product. Furthermore, we considered the images made clear that a standard 433 ml bottle of Fairy lasted as long as two standard 500 ml bottles of Persil.”
The ASA ruled that the ad was not misleading.