The News Minute | October 18, 2014 | 11:18 am IST The Advertising Standards Council of India (ASCI), a voluntary organization self-regulating advertising content for the advertising industry, recently published a list of advertisements against which it upheld complaints in July 2014. The ASCI’s Consumer Complaints Council (CCC) upheld complaints against 134 out of 147 advertisements. The ASCI found 56 advertisements in the Health and Personal care category to be 'misleading or false or not adequately/scientifically substantiated and hence violating ASCI’s Code'. After the ASCI upholds complaints against any advertisement, the organisation to which the ad belongs usually modifies or withdraws the ad in question. The following are some of the advertisements, from the different categories, and ASCI's reasons for upholding the complaints against them.Hero MotoCorp (Hero Xtreme): The advertisement Hero Xtreme shows an everyday activity being performed on the bike in an irresponsible manner. The advertisement contravened Chapter III.3 of the ASCI Code (“Ads shall not, without justifiable reason, show or refer to dangerous practice or manifest a disregard for safety or encourage negligence.â€). The complaint was UPHELD. TVS Motor Company (TVS Phoenix 125): The advertisement for TVS Phoenix 125 shows actor Nazar asking for a lift by standing in the middle of the road. When asked for lift, actor Mahesh stops the bike in the middle of the road. The CCC viewed the TVC and concluded that the visual promotes unsafe practices. The advertisement contravened Chapter III.3 of the ASCI Code. The complaint was UPHELD.. TVC Sky Shop Limited (Shri Lakshmi Kuber Dhan Varsha Yantra): The advertisement for Shri Lakshmi Kuber Dhan Varsha Yantra claims that that “product is for attaining better finances and assets†was not substantiated with supporting data. The advertisement contravened Chapter I.1 of the ASCI Code as well as Advertising Code – 7 [5] under the Cable Television Network Rules, 1994. The complaint was UPHELD.L'Oreal India P Ltd (Garnier Colour Naturals): The advertisement claims that Garnier Colour Naturals provides nourishment to hair for eight weeks. I.T.C. Limited (Vivel): The YouTube advertisement derides colour as a dark skinned girl is shown as not being confident and suffering from an inferiority complex due to her complexion. It shows that only after applying Vivel cream does she appear confident enough to sing in public. Marico Ltd (Livon Hair Gain): The advertisement which stars Rahul Bose claims that Livon Hair Gain helps to stop hair fall within 90 days. The claims on the product pack were not consistent with those in the advertisement.n