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…

If you are registered and logged in to the site, click on the link below to read the rest of the NCTM briefing. If not, please register or sign in with your details below.  

Sign in or Register to continue reading this article

Sign in

Register

It's quick, easy and free!

It takes just 5 minutes to register. Answer a few simple questions and once completed you’ll have instant access.

Register now

Why register to The Lawyer

 

Industry insight

In-depth, expert analysis into the stories behind the headlines from our leading team of journalists.

 

Market intelligence

Identify the major players and business opportunities within a particular region through our series of free, special reports.

 

Email newsletters

Receive your pick of The Lawyer's daily and weekly email newsletters, tailored by practice area, region and job function.

More relevant to you

To continue providing the best analysis, insight and news across the legal market we are collecting some information about who you are, what you do and where you work to improve The Lawyer and make it more relevant to you.

Briefings from NCTM

View more briefings from NCTM

Analysis from The Lawyer

Overview

Via Agnello 12
Milan
20121
Italy
http://www.nctm.it

Turnover (€m): 77.00
Jurisdiction: Italy