A single complaint was all it took to remove the ads from the air.
Proctor and Gamble, the maker of the shampoo, claimed Head and Shoulders cleared "100% of visible flakes with regular use".
It didn't mention that "visible" meant being seen by another person standing two feet away.
The ASA disagreed, ruling that visible means seen by the person using the shampoo through a mirror or on their clothes.
Proctor and Gamble are to amend the adverts, but stuck to their guns saying that getting any closer than two feet would be "invading your personal space".
With a magnifying glass to check for "visible" flakes no doubt.
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BBC News, Wed 5 Apr 2006 at 11:15am
