Twenty-eight female guards were unfairly dismissed by a security company because the client‚ Metrora.
In A landmark ruling this week, the Advertising Standards Authority ruled against soap manufacturer Unilever for misleading consumers.
Bliss Chemicals, manufacturers of MAQ washing powder, took Unilever, owners of Sunlight washing powder, to the ASA on "unsubstantiated" claims about their product.
Bliss complained that the packaging of Sunlight washing powder claims that the product comprises a 2-in-1 soap and fabric softener and says product formulation from "pure and natural ingredients" were unsubstantiated.
Bliss general manager: marketing Jacqueline Jacobs said it was the manufacturer's responsibility to provide factual and substantiated information on its products.
"Consumers invest a significant amount of trust in a brand and making unsubstantiated claims betrays this confidence. This tarnishes not only a particular brand but casts doubt on the integrity of an entire category."
In the ruling ASA noted that while any washing powder might contribute to fabric softening, "evidence and research put forward did not substantiate" Unilever's claim that Sunlight be considered a 2-in-1 product. There was no clear evidence of true fabric softening properties.
Unilever was also unable to provide independent verification of the claim that Sunlight comprised "pure and natural ingredients".
Despite the ASA ruling, Unilever insists their washing powder works.
"At this stage we are not thinking of compensating consumers. They voted it product of the year last year. That indicates that it works. Consumers are not stupid," said Unilever's spokesperson Eddie Mkuchane.
"We intend to appeal. We have until Tuesday to submit the required independent substantiation for our 2-in-1 claim.
"We will comply with ASA's main ruling. Everything else will depend on how our appeal is adjudicated by the appeals committee.
"We are confident that our independent and technical substantiation will prove the 2-in-1 benefits we claim. What is important now is to comply with the ruling and provide the committee with the required substantiation," he said.
Unilever had started changing their packaging to comply with the ruling.
"Unilever will stop using the current packaging from October 8, unless our appeal is upheld," he said.