Procter & Gamble has landed rival Lever Fabergé with a rap from advertising watchdogs for “misleading” consumers in a direct mailshot for Persil Aloe Vera laundry tablets.

Lever claimed its detergent was ‘proven to be milder than the leading non-bio brands’ on sensitive skin. But chiefs at the Advertising
Standards Authority said Lever was wrong to make the claim even though tests had shown its Aloe Vera solution to be “technically milder” than the two leading non-bio detergents.

The ASA said it could not accept the results of the tests because they did not replicate consumers’ use of the product.