The Advertising Standards Authority has upheld a 60-year-old claim by Fairy washing up liquid that it lasts twice as long as the next best selling brand.
The watchdog upheld the claim following a challenge from rivals Persil that the Procter & Gamble brand’s slogan was “misleading” and could not be proved.
In a statement, the ASA said: “We sought expert advice on the robustness of the evidence provided by P&G. The expert considered the test reflected the practices of consumers and demonstrated that Fairy lasted at least twice as long as Persil.
“On that basis, we considered the claims that Fairy lasted twice as long as the next best-selling brand had been substantiated. We therefore concluded that the ads did not breach the Code on this point.”
