10.03.2025 07:20
A complaint made to the Ministry of Trade regarding the advertisement of the famous detergent brand Ariel revealed a fact. In the brand's advertisement, a stain claimed to be cleaned with one measure was found to require eight washes in the tests conducted by the ministry. The company, which claimed to provide better cleaning with less detergent compared to competing products, was fined 2.2 million lira for misleading advertising.
The advertisement of Procter & Gamble's "Ariel" brand, one of the famous cleaning companies, has come under scrutiny following a complaint made to the Ministry of Trade.
CLAIM UNDER REVIEW
The Advertising Board examined the claims in the advertisements for the powder detergent named "Ariel Quick Dissolve Mountain Breeze," broadcasted on television channels, which stated that the brand provides better cleaning with less detergent than its competitors.
"FAILED TO PROVE SUPERIOR PERFORMANCE"
In its assessment, the Board noted that the advertisement presented the claim that competitors cleaned with 2 scoops according to household preferences, while Ariel only required 1 scoop. However, it was determined that the IPSOS report presented for these claims was not valid and that comparative tests were not conducted under proper conditions. The Board's statement indicated that Ariel failed to prove its superior performance, such as 'using less scoops' and 'budget savings' as claimed in the advertisement.
CLEANED WITH 8 WASHES
The test conducted regarding the claim in the brand's advertisement that various stains were cleaned in a single wash with one scoop revealed that the soiled sheets were washed eight times. Accordingly, Procter & Gamble, which was found to have acted contrary to the relevant regulation, was imposed an administrative fine of 2.2 million lira and a decision was made to halt the advertisements.