Post-HUL challenge, Madras HC orders P&G to modify ad

The Madras High Court has ordered fast moving consumer goods giant Procter & Gamble to modify its advertisement for detergent 'Tide Naturals', after rival Hindustan Unilever (HUL) challenged it in court.

HUL had moved the court in February, challenging an advertisement by P&G stating that 'Tide Naturals' contained 'chandan' (sandal) and 'lemon'. The rival company argued that as the detergent was synthetic, not natural, the advertisement was misleading.

In an order passed by the Madras High Court last week, P&G was directed to delete certain scenes from its commercial and add a runner stating "does not contain lemon and chandan".

"The runner referred to in the earlier order of March one, 2010, will be displayed throughout the advertisement of the defendants (P&G) sans those objectionable scenes from the beginning till the end with a prominent background..." the order by Justice G Rajasuria stated.
    
In its March one interim order, the court ordered P&G to use the runner "prominently, whenever lemon and chandan are found projected in its advertisement".