Horlicks and Complan criticised in India over claims they can help children pass exams Similar claims in an advertisement on British television, that Horlicks makes children "taller, stronger, sharper," were rejected in a ruling by the UK Advertising Standards Authority. Campaigners in India said the local commercials exploit the anxiety of parents for their children to do well in examinations - and become celebrated 'class toppers' - with unsubstantiated claims. According to advertisements on Indian television, children who drink the energy drink Complan twice a day soon become "exam ready." It asks parents if their children "forget things they learn for their exams?" and suggests two cups of Complan "will charge your children's brain and improve their ability to retain what they learn." Horlicks, which in India is fortified with supplements and vitamins, claims it "builds up attention, concentration and makes children stronger by making both the brain and the body ready for exams." GlaxoSmithKline, the British company which makes Horlicks says its claims are backed by tests carried out at India's National Institute of Nutrition in Hyderabad, which were upheld the college's Scientific Advisory Committee. Critics however said the tests were carried out on a small sample size and that the claims would not be allowed to be made in developed countries. Leading advertising film-maker Artee Surendra Nath said the commercials were 'manipulative' and called for them to be banned. The message is completely manipulated. This will create a fear psychosis not just in children but also in the parents. Both children and the parents might rely more on these drinks for better performance in examinations rather than concentrating on their studies," he said. In a country like India, where a vast population lives on meagre salaries, such advertisements shift their focus from basic needs to more luxurious products. The Advertising Standards Council of India should take notice of these misleading advertisements and completely ban them," he added. GlaxoSmithKline and Heinz, the makers of Horlicks and Complan respectively, said their spokesmen were unavailable for comment.