The Advertising Standards Agency has ordered Procter & Gamble to drop its 100% dandruff free” slogan for its Head and Shoulders shampoo.

The ASA said that P&G must not use the 100% claim in future campaigns following complaints from a viewer who said that he did not believe the shampoo would remove 100% of visible dandruff flakes with regular use.

“Although we acknowledged regular use of the product could lead to a significant decrease in flaking, the evidence provided did not support the absolute 100% claim for all consumers,” the ASA added.