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Fussy's 'Mynx' deodorant advert banned by ASA following Unilever complaint

Sophie Smith
19 June 2024

An advert by refillable deodorant brand Fussy has been banned after being reported by Unilever to the UK's advertising watchdog.

In the Instagram post published in December 2023, Fussy featured an image of a deodorant with green, red and black packaging called 'Mynx'.

The image was accompanied by a caption reading: "£733 million is wasted on unwanted gifts each year. So what do you think to a sustainable alternative to the UK’s top Christmas selling gift set?

"Disclaimer: Please note, this is not a real product nor is it based or associated with anything real. It’s like imagining a unicorn riding a rainbow made of jelly beans – delightful, but definitely not happening."

Following the post on Instagram and a similar post shared on founder Matt Kennedy's personal LinkedIn profile, a complaint was made to the Advertising Standards Authority (ASA) by Unilever, which claimed that its Lynx deodorant products were alluded to in the advert and challenged whether the advert discredited or denigrated its products.

Fussy said that the Instagram post was an "editorial social media post" about a fictional product and did not intend to allude to Lynx.

It was, however, unable to provide specific evidence to support its claim that £733 million was spent on unwanted Christmas presents each year.

The Advertising Standards Authority disagreed and found that consumers would recognise the "almost identical" branding to Lynx products.

The UK watchdog added that the use of the term "unwanted" in the advert was "pejorative", suggesting that the Unilever-owned brand was lower value and less desirable than competitors, including Fussy.

As a result, the ASA has banned the advert and told Fussy that future marketing must not discredit Lynx, or any other competitors.

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