South Africa’s Advertising Regulatory Board (ARB) has instructed the makers of Shield, Unilever, to withdraw the claims that its deodorant can you keep you fresh for 72 hours from all advertising.
The regulator stated that there is no evidence that a user can still smell “socially acceptable” after a period of 72 hours.
This ruling follows after a complaint that was lodged by a user who said that in their experience the protection offered did not even last for 12 hours, after two weeks of using the Shield deodorant.
The ARB found the advertisement to be misleading and stated that it was in contravention of Clause 4.2.1 of Section II of the Code of Advertising Practice and should therefore be changed.
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