A Mumbai activist says international protocol recommends washing hands for 20 seconds. Hindustan Unilever, which makes the liquid hand wash, insists that its claim “is backed by robust scientific data” 

Alekh Angre  

It's a typical classroom scene. Kids are enjoying their tiffins. One of them, named Bunty, with his handkerchief tucked neatly in his shirt, is eating a sandwich and suspiciously looking around. Suddenly he says, "You know what you all are eating?" There is pin-drop silence as Bunty answers his own question, saying, "Germs!"

After that shocking announcement, he tells the class: "My mother tells me to wash my hand for one minute with soap. Otherwise the germs won't die." The class bursts into laughter. Another student mocks him, inquiring, "Aye Bunty, tera sabun slow hai kya?" ("Bunty, is your soap slow?"). The scene is then cut to a person who makes claims about Lifebouy Liquid Hand wash giving 99% germ protection and the resultant security from germs in just 15 seconds. "Sabse tez hand wash - Lifebuoy, koi dar nahi" ("Lifebuoy- the fastest hand washing liquid"). Another version of the advertisement claims protection in only 10 seconds.

Little do these kids know that the television commercial they are acting in, is sending out an incorrect message. Yes, you read it right. Experts point out that no hand washing soap can guarantee killing germs by just 15 seconds of washing hands. Even internationally, the hand washing protocols clearly state that at least 20 seconds should be devoted to this activity.

"Such a claim," said AR Shenoy, Mumbai-based activist and consumer product researcher, "is incorrect, and it is teaching people incorrect hand washing methods. It is not in line with internationally designated and specified protocols on washing of hands and sanitation." Mr Shenoy has been researching the claims made in the advertisement.

The US-based Centre for Disease Control (CDC), in its protocol for hand washing, mentions that while washing hands, liquid, bar or powder soap should be applied on wet hands. This must be rubbed vigorously to make lather. This activity should continue for 20 seconds. CDC is regarded as the premier institute in the area of disease control and its protocols are widely accepted.

Another non-governmental organisation, "Global Hand Washing", which is a public-private partnership, echoes this view. It says that the correct way to wash hands is to cover wet hands with soap, scrub all surfaces, including palms, the back of the hand, the spaces between the fingers, and especially the spaces under the fingernails, for about 20 seconds, before rinsing well with running water rather than still water. The hands should then be dried with a clean cloth or by waving them in the air. An easy way to gauge the required 20 seconds period is to sing the "Happy Birthday" song twice.

It is important to note that the 20 seconds spent on washing hands does not include the time spent on rinsing.

In India, there are no such protocols for hand washing. Experts feel that generally spending 20 seconds on washing hands is good enough. "The Indian Medical Association (IMA) also recommends washing hands for at least 20 seconds," says Mr Shenoy, who had contacted IMA during the course of his research on the matter.

Speaking to Moneylife, a spokesperson for Hindustan Unilever (HUL) which makes the Lifebuoy liquid soap wash said, "The claim in the Lifebuoy hand wash television commercial is fully supported by an advanced formulation that actually delivers hygiene benefits to consumers. The claim is backed by very robust scientific data generated in Indian and international labs, through standard testing protocols and as per industry norms and practice. It is also pertinent to mention that this brand proposition is advertised in other countries as well and is reflective of the relevance of this benefit to consumers at large. The claim is in line with the industry advertising norms."