Proctor & Gamble UK, whose detergent brands include Ariel and Fairy non-bio, objected to a mailing, which suggested that Persil Aloe Vera was "proven to be milder" than other non-biological brands on sensitive skin.
The ASA investigated the scientific method used by Lever Faberge to compare the effect of different non-biological washing powders on sensitive skin. It found that while the manufacturer's tests showed that Persil Aloe Vera was technically milder and caused less damage to the skin than other detergents, they did not reflect consumers' use of the products, since only a minute amount of residue is transferred from clothes to skin.
The ASA concluded that the mailing was likely to mislead, because the advertisers had not been able to provide convincing evidence that Persil Aloe Vera was milder than other non-bio brands, for either sensitive or normal skin.
Lever Faberge has been asked to amend the wording of the mailing with help from the Committee of Advertising Practice copy advice team.
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