ASA compels Unilever to recall laundry soap

THE Advertising Standards Authority (ASA) of South Africa has ordered detergent maker Unilever to remove its Sunlight 2 in 1 washing powder from shelves until it provides adequate evidence that it is made from pure and natural ingredients and that it softens fabrics.

This came after Bliss Chemicals, the maker of MAQ washing powder, complained to the ASA that Unilever’s claims on its package for its Sunlight washing powder was made from pure and natural ingredients and included both soap and fabric softener was misleading.The ASA ruled that while any washing powder might contribute to fabric softening, evidence and research by Unilever did not substantiate the multinational company’s claim that Sunlight be considered a two-in-one product.It said there was no clear evidence of softening properties.According to ASA spokesman Corne Kock, Unilever received a letter from the laboratory stating that its washing powder cleaned and softened.The letter neither said that it was made from pure and natural ingredients nor was it a two-in-one product and Unilever was unable to substantiate that.Bliss Chemicals marketing manager Jacqueline Jacobs said consumers invested a significant amount of trust in a brand and making unsubstantiated claims betrayed this confidence, tarnishing not only a particular brand but casting doubt on the integrity of an entire category.Jacobs added that the ruling showed a robust regulatory process that continued to protect the consumer’s interests.Unilever has three months to remove all its Sunlight 2 in 1 washing powders from the market and should immediately withdraw all its radio and print adverts.Unilever would appeal the ruling but had started to change the packaging to comply with the ASA’s ruling. It would remove the products once the ASA’s appeal committee had ruled on the matter.’Unilever commits to complying with the interim ruling of the authority. We are studying the ruling and will, in due course, submit the required substantiation for our claims.’Our substantiation, through an independent and credible agency, as required by the ruling, will cover the Sunlight 2 in 1 claim, as well as the fact that the product is made with pure and natural ingredients,’ said the firm.It would not comment on the losses that it expected to incur.- Business Report