Toilet paper ad 'misleading'

2006-08-18 14:05

Johannesburg - Advertisements for toilet paper making claims about "technology" may mislead the public and should be changed, the Advertising Standards Authority (ASA) said on Friday.

"The ASA found that while Baby Soft (toilet paper) does have the particular technology it claims to have, the claim implies some exclusivity and advantage of this product (over similar products from different manufacturers)," said Gail Schimmel, head of legal and regulatory affairs with ASA.

Nampak, which produces a similar product (advertised as micro quilt technology), lodged a complaint with ASA that Baby Soft claimed to be the only supplier of toilet paper with "micro technology", which was untrue.

Nampak's toilet paper advertises its product under the name "micro quilting technology".

The company complained that Baby Soft had taken an edge among consumers because Baby Soft claimed to be the "only toilet paper with micro pocket technology", Schimmel explained.

"We found that they Baby Soft do have an exclusive product in the sense of the 'technology', but from what is before us, they are not the only provider of this 'technology' and there doesn't seem to be any advantage of their product over their competitors with a similar 'technology'."

She said Baby Soft's claim of being the only provider of such "technology" could mislead consumers.

Furthermore, ASA found that the names "micro quilting" and "micro pocket" did not scientifically exist, but were "crafted" by the individual companies.

- SAPA