The plaintiff and the defendant manufacture and sell tablets of detergent powder for the dishwasher.
The defendant used a promotional slogan stating "Fairy all-in-one for dishwasher powder is two times more powerful against grease than the traditional tablets from the number one brand, so Fairy cleans even the most difficult leftovers".
In the same or another advertisement in the same campaing the defendant included a caption claiming that the advertised cleaning product had “Up to two times more power against grease”.
The plaintiff argued that the defendant’s advertisement campaign used false claims that amount to an illicit and misleading comparative advertisement, because the messages are ambiguous and contradictory, and therefore able to confuse the consumer about the product’s capacity.