ASA slams P&G's Pantene for 'best system' ad claim

The Advertising Standards Authority has ordered Procter & Gamble not to claim its Pantene Pro-V shampoo and conditioner is 'the world's best hair care system' - because it tested them only on Caucasians.

The ruling came after the ASA upheld a complaint from rival Lever Faberge about magazine ads for the product. Lever argued that an asterisked link to a qualifying statement, 'Based on protection against mechanical damage', was illegible and obscure, and challenged whether P&G could substantiate the claim.

The ASA found P&G could not prove the claim as it had tested on Caucasian hair only and had not tested every other hair care system.

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