The Superintendence of Industry and Commerce initiated an
investigation against UNIVELER, specifically, concerning the
advertisement of the goods identified with the trademarks DOVE and
POND'S. The administrative sanctioning procedure showed that
the objective conditions announced in the advertising under study
did not have reliable scientific support. This is one of the most
important issues to take into account when making any objective
claim. Nonetheless, there are more conditions, the scientific
support cannot come from the same company, but from a third
independent party, in order for it to be considered as reliable.
The purposes of these requirements are for the consumer to receive
protection against misleading advertising and for the consumer to
obtain clear, truthful, sufficient, timely, verifiable,
understandable, accurate and suitable information about the
advertised products. The claims in question regarding DOVE were the
following: "Can prevent hair damage
