Liquid soap brand Carex has been banned from claiming it can tell the difference between good and bad bacteria.
The Advertising Standards Authority upheld an objection to a magazine ad for the cleaner which boasted that the brand ‘knew the difference’ between the two types of bacteria and that its ‘unique formulation’ cared for the good ones ‘whilst being strong enough to fight the bad’.
But a member of the public challenged the claim and brand owner PZ Cussons was unable to substantiate it in written evidence to the watchdog.
Despite Cussons explaining that its soap did not adversely affect all good bacteria and that their removal was caused by mechanical action, the ASA ruled that the advertisement was misleading.
It told Cussons to amend the advertisement in future and advised that it should consult its copy advice team.