South Africa, Feb. 25 -- Less soapy

In a decision issued on 19 February 2025, the ARB Directorate ruled in favour of the advertiser, concluding that the claim complies with the Code of Advertising Practice.

The complaint centred on the packaging of Sunlight dishwashing liquid with "Rhamno Power". The consumer argued that the new formulation appeared less soapy or foamy than the previous version, requiring a greater quantity of product. She also said that the smell and consistency had changed, making the product feel inferior in quality.

In response, Unilever South Africa submitted documentary evidence to support the claim. The company provided a confidential substantiation report dated 3 September 2024, along with an independent expert...