The defendant advertised its deodorant product as being "Enriched with Mineralite", a fictitious name for a substance in the deodorant that was actually named "Perlite", used in many other deodorant products marketed by other traders.
The plaintiff argued that such advertising is misleading, because the trader was presenting false information, which would likely cause the average consumer to take a transactional decision he would not have taken otherwise, due to the fact that he would have been misled into thinking that the deodorant contained an ingredient that no other deodorant product contained.