Water purifier cannot claim to be endorsed by doctors, India’s advertising regulator says

BMJ 2015; 351 doi: (Published 02 October 2015) Cite this as: BMJ 2015;351:h5274
  1. Priyanka Pulla
  1. 1Bangalore

India’s advertising regulator has asked a water purification manufacturer to cease using an endorsement from doctors for its product because the claim is unsubstantiated.

The decision by the Advertising Standards Council of India (ASCI), a self regulatory body for advertisers in India, came after KV Babu, an ophthalmologist in Kerala, filed a complaint in June 2015 questioning the wording of an advertisement from Kent RO Systems, which described its reverse osmosis (RO) water purification device as “Doctors’ 1st choice RO purifier.”

Kent RO has refused to comply with the advertising council’s decision, arguing that it is not obligated to do so.

The company’s adverts have been at the centre of controversy for some time. In May this year, the Indian Medical Association (IMA) entered a partnership with Kent to promote the consumption of safe drinking water …

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