Delhi High Court orders Beco to recall ad campaign against HUL brands

The Delhi High Court has ordered Kwick Living (I) Pvt. Ltd., which operates the eco-friendly brand Beco, to immediately withdraw and recall its “#WarOnWhatsHidden” advertising campaign. The campaign targeted Hindustan Unilever Limited (HUL) brands, specifically Surf Excel and Vim.

Justice Anup J Bhambhani ruled that the advertisements went beyond the permissible limits of comparative advertising. The court observed that the campaign’s holistic message suggested that HUL products could cause skin irritation, itching, or eczema due to specific chemical ingredients, a claim Beco failed to substantiate with verified scientific basis.

HUL stated that the ruling reinforces the importance of truthful communication and responsible advertising in a competitive market. The company maintained that its products are manufactured in accordance with rigorous global safety standards and applicable regulatory requirements.