HUL stated that the Sebamed soap advertisements are not only ‘misleading’ but are outright disparaging

The Bombay High Court passed an urgent interim order restraining the manufacturers of German personal-care company Sebamed from broadcasting advertisements that allegedly ‘disparaged’ and ‘dengegrated’ soaps made by Hindustan Unilever Limited (HUL).

A single-judge bench of Justice BP Colabawalla passed an ex-parte order against USV Private Limited restraining its ad campaign till January 14.

HUL argued that while most of its soaps are completely safe, gentle and not harmful to the skin at all, the USV’s campaign launched earlier this month, is creating a scare in the minds of consumers “to make unjust gains” by “fraudulently creating a market for their products”.

The HUL also stated that the advertisements are not only “misleading’ but are outright disparaging and also infringe registered trademarks of its products including Lux, Dove, Pears and Rin.

Sebamed’s comparative advertising both on mainstream and social media over the weekend raised a Twitter storm and upset HUL, which had promised suitable action. It also retaliated with a campaign on 10 January highlighting the trust of dermatologists on its soap bar Dove though it did not name Sebamed in its ad.

According to Dev Bajpai, Executive Director, Legal and Corporate Affairs, HUL, HUL’s brands are time-tested and have always delivered on the promise they have made to their consumers. However, Sebamed’s ad is misleading consumers on soap efficacy during these difficult times, and further denigrating and disparaging well-known brands like Lux, Dove, Pears and Rin.

Shashi Ranjan, India country head, Sebamed, however, said the company having a product range with pH 5.5 benefits, stands by its claims, and the ad was not targeted at any particular brand or company.

(With inputs from Mint and Indian Express)