NEW DELHI: Advertising sector watchdog ASCI upheld 121 complaints out of 140 it received in May against misleading campaigns, including those by Apple, Reckitt, Dabur, Benckiser, Videocon Industries, GlaxoSmithKline, L'Oreal and Jubilant Foodworks.

According to the Customer Complaints Council (CCC) of the Advertising Standard Council of India, health and personal care category continued to lead with 66 violations, which accounted more than half of the misleading ads during the month.

The watchdog upheld a complaint against Apple India for misrepresenting the facts regarding pricing of iPhone 5S and termed it as 'misleading'.

"The advertisement of iPhone 5S claims that the effective price of iPhone 5S as Rs 41,010. This appears to be incorrect and to be a misrepresentation of facts. The CCC viewed the print ad, and concluded that the ad distorts facts and is misleading," ASCI said in its order.

A complaint against the TV commercial of Idea Cellular was also upheld for "distorting facts". The cellular operator had claimed that the genuineness of Pashmina Shawl is confirmed when it passes through a finger ring.

ASCI also upheld complaint against Jubilant Foodworks, where the company in an advertisement of Dominos Pizza has shown two roommates use a third roommate's credit card to order a pizza without his permission.