An advert for Pantene Pro-V shampoo has set a new industry standard after the small print revealed that the central claim of the campaign was disagreed with by over 90% of the tiny sample surveyed.
‘The ad boldly claims that the new product leaves hair ‘more shiny and clean looking than ever’,’ said a spokesperson for the Advertising Standards Authority, ‘but the text which appears briefly at the bottom of the screen shows that only ‘9% of 11 women surveyed agree’.’
Although the advert is being investigated, experts have defended its claims.
‘Admittedly 9% is a poor result, but a proper survey was carried out and one person did agree with the claim,’ said industry analyst Clive Atkinson. ‘The fact that that one person was the sister of Pantene’s advertising director is irrelevant. As as are the claims from several of those surveyed that the product didn’t make their hair ‘shinier and clean’ but actually left it ‘greasy, disgusting and fallen out on the floor’.’