Soap suds comes out of wash clean

THE Advertising Standards Authority has reversed its ruling against soap manufacturer Unilever with regard to misleading consumers.

THE Advertising Standards Authority has reversed its ruling against soap manufacturer Unilever with regard to misleading consumers.

It overturned its decision on Friday after Unilever provided evidence and research that its "Sunlight 2 in 1" does in fact wash - and soften fabrics.

Thabo Mabe, Unilever SA's homecare marketing vice president, said: "We are pleased that the revised ruling has vindicated our claims that Sunlight 2 in 1 softens fabrics."

Unilever was charged and convicted of breach of the ASA code two weeks ago. This was after its competitor Bliss Chemicals, manufacturers of MAQ washing powder, complained that the packaging of Sunlight claims that the product comprises a 2-in-1 soap and fabric softener were unsubstantiated.

The chemical giant failed to provide independent verification of the claim. After the ruling it applied for an appeal. Unilever later provided research that the soap does have softening properties.

"Our brands have been loved by South Africans for 118 years. We thank our consumers and customers for their loyalty and we pledge to them that our products will continue to serve them," Mabe said.

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