Advertising dispute between Henkel and Procter & Gamble goes on

With decision number 89 of 14 November 2013, the Advertising and Marketing Communication Self-Regulation Authority (the Jury) ruled again on a misleading advertising dispute between Henkel and Procter & Gamble, respectively producers of detergents named Dixan and Dash.

The dispute started after Procter & Gamble launched an advertising campaign where it was stated that ‘a cup of Dash removes stains as much as a cup and a half of the product of the main competitor’. The Italian Competition Authority (ICA), with decision number 24522 of 18 September 2013, upheld Henkel’s request and ruled that the diffusion of the Dash advertisement amounts to an unfair commercial practice. ICA consequently banned the advertisement and condemned Procter & Gamble to a €100,000 (£83,000) fine.

Afterwards, Henkel launched a new advertising campaign aimed to inform the public of ICA’s decision against Procter & Gamble’s unfair advertising…

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Jurisdiction: Italy