"Whitest whites with our detergent."

"The best quality ply in the world."

"The healthiest biscuits ever!"

Do these ring a bell? Most of us encounter such boastful promises daily—whether in newspapers, magazines, on TV, or while scrolling through our phones. To stand out, companies often resort to making bold claims. Among the most common are products that promise fascinating health benefits, unbeatable value for money, unmatched global quality, or even highlight their 'green' credentials.

While these claims may catch attention, it is vital for manufacturers and advertisers to ensure that all explicit or implicit statements are accurate, defensible, and backed by real data and research. The credibility of a claim is a cornerstone of responsible advertising. Among the 4Cs of copywriting—Clear, Concise, Compelling, and Credible—the last one warns us against exaggeration or misinformation*. Failure to comply can invite legal action from competitors, consumer bodies, or individuals offended by false information.

But being truthful in advertising isn’t just about avoiding legal trouble. It’s essential for maintaining brand integrity and earning consumer trust. Several laws such as the Consumer Protection Act, 2019, Indecent Representation of Women (Prohibition) Act, 1986, and independent bodies like the Advertising Standards Council of India (ASCI) and Press Council of India, regulate truthful advertising in India.

At Godrej, integrity in advertising has always been non-negotiable. A historical example of this commitment can be found in our Document of the Month: a circular issued on 14 November 1964 by R. K. Sanjana, then All-India Sales Manager. In this directive, Sanjana advised all branches, stockists, sub-stockists, and dealers to describe the material used for covering plywood tops in Godrej furniture accurately. Instead of claiming the material was "proof" against damage, he instructed the use of the word "resistant," emphasising honesty in communication.

This circular stands as a testament to Godrej's enduring commitment to truthfulness in marketing—a value that continues to guide us today.

*Source:
https://www.searchenginejournal.com/writing-product-descriptions-tips/404473/