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 dandruff."