Delhi High Court stays ASCI order barring 'Kent deta hai sabse shudh paani' tagline; says puffery is part of advertising

ASCI had passed an order directing Kent to withdraw its claim that its RO systems gave the purest water because there was no data to substantiate the same.
Kent RO

The Delhi High Court recently stayed an order passed by the Advertising Standards Council of India (ASCI) directing Kent RO to withdraw its tagline “Kent deta hai sabse shudh paani (Kent gives the purest water)” [Ms Kent RO Systems Ltd v. The Advertising Standards Council of India through its General Secretary & Ors].

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