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Shampoo ad is a real washout.

A HEAD & Shoulders commercial breached advertising rules by claiming it could leave hair 100% dandruff-free, the industry watchdog said today.

Another advert for the shampoo misled viewers by stating the product got rid of "100% of flakes", according to the Advertising Standards Authority. Defending the shampoo, Procter & Gamble said that, used regularly, it could remove 100% of dandruff flakes visible to another person from a distance of two feet.

But the ASA said viewers would infer that Head & Shoulders banished all dandruff flakes for regular users.

Both commercials breached the advertising code and should not be shown again unless amended, the ASA ruled.

After investigating a single complaint from one viewer, the ASA agreed that Head & Shoulders could significantly decrease flaking but that P&G could not back up the 100% claim for all users.
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Publication:Birmingham Mail (England)
Date:Apr 5, 2006
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