ASCI had issued a notice, asking the brand to substantiate the claims. But Kent has decided to withdraw the claim from their ads instead Kent RO has withdrawn its ad that claimed to purify water of COVID-19, according to media reports. The ad featuring actress and brand ambassador Hema Malini said that the purifier "disinfected" produce and other personal use items by killing coronavirus. The complaint against the brand was launched by Dr Archana Sabnis who represented the consumer rights organisation Mumbai Grahak Panchayat on ASCI. She lodged the complaint alleging that the brand made false claims and Kent RO should withdraw its misleading ad from all platforms. Following the complaint, ASCI served a notice, asking the brand to substantiate the claims. But Kent has decided to withdraw the claim from their ads instead. The ASCI has notified the plaintiff  Dr Sabnis that the claims will be withdrawn from their ads across print, TV, digital, etc. from October 30, 2020.