Tuesday, March 19, 2019


Poultry ad featuring Mirza misleading, states ASCI; CSE backs decision
Tuesday, 22 May, 2018, 08 : 00 AM [IST]
Our Bureau, New Delhi
Centre for Science and Environment (CSE) has welcomed the recent decision of the Advertisement Standards Council of India (ASCI), which stated that the advertisement by All India Poultry Development and Services Pvt Ltd (AIPDSPL), featuring tennis player Sania Mirza, was misleading, ambiguous and exaggerated facts.

It falsely claimed that the poultry sector was not misusing antibiotics. It had also misused and misrepresented the results of a 2014 CSE study on antibiotic residues in chicken.

CSE has once again called on Mirza to distance herself from the advertisement in the interest of public health.

ASCI directed AIPDSPL to withdraw or modify the advertisement by May 23, 2018. The complaint against the advertisement was filed by Humane Society International, India. ASCI decided that by mentioning the CSE study results, the advertisement contravened Chapter 1.3 of its code on truthful and honest representation.  

“We are happy with the decision by ASCI. It reaffirms what we had categorically said (that the advertisement was misleading the people of this country). It is wrong to state that the poultry sector is not misusing antibiotics, which is absolutely different from the ground reality,” says Chandra Bhushan, deputy director general, CSE.

In the wake of this decision, CSE has once again asked Mirza, who is also an icon for India’s young people, to disassociate herself from this misleading advertisement, as indiscriminate antibiotic use adds to growing antibiotic resistance, which is a huge public health threat.

“Earlier, we had written to Mirza apprising her about the malpractice of antibiotic misuse in poultry sector and the libelous nature of this advertisement. As a responsible role model, we urged her to publicly disassociate herself from this advertisement. We once again ask her to consider doing so,” stated Amit Khurana, senior programme manager, food safety and toxins, CSE.
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