Now, however, after satisfying the ASA with evidence and research that its Sunlight 2 in 1 does soften fabrics, as claimed, Unilever has had the ruling overturned.
The ASA has revised its ruling after reviewing evidence that it believes confirms the claim is accurate
The complainant, Bliss Chemicals, alleged before the ASA that Unilever's claims about Sunlight 2 in 1 were misleading, and the ASA made its ruling. Unilever immediately challenged the outcome, however, and subsequently the ASA confirmed that the claim "washing powder and fabric softener...2 in 1" is now substantiated and is no longer in breach of the ASA Code. Unilever can, therefore, continue to use this claim in relation to Sunlight 2 in 1 hand wash washing powder.
Thabo Mabe, Unilever SA Homecare marketing vice president: said the Sunlight team was delighted that South Africa's favourite washing powder has been vindicated.
“We are pleased that the revised ruling has vindicated our claims that the product softens fabrics. The key claims are based on factual information, scientific tests as well as third-party substantiation.
“We believe in free and fair competition and have been disappointed by several attempts of a competitor to damage Sunlight's reputation.
“Sunlight has been a loved South African brand for 118 years. The brand's number one position has been earned by providing value and cleanliness to many generations of South Africans,” he said.
Sunlight 2-in-1 was voted 2009 Product of the Year (laundry category) by a majority of consumers in a survey conducted by Nielsen in 2008.
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