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Clorox Ads Are 'Literally False'... Again; SC Johnson Motion Granted
Permanent Injunction Bans Disparaging TV and Print Ads


For the second time in three months, the United States District Court for the Southern District of New York (Hon. Thomas P. Greisa, Chief Judge) has found Clorox advertising for its Glad Lock bags "literally false" in its depiction of SC Johnson's Ziploc(R) Brand Slide-Loc(R) Bags.

In January, after a full trial, SC Johnson was granted a permanent injunction barring Clorox's Glad Bags "goldfish" commercial on the basis that the commercial's comparison of the two products was false. Instead of introducing new advertising, Clorox made minor changes to the enjoined television commercial and also added print advertising with the same "goldfish" theme. The slightly modified television commercial began airing in late February, and the print advertising shortly thereafter.

SC Johnson asked the Court to order Clorox to cease broadcast of these most recent ads. On April 6, Judge Greisa ordered the immediate removal of the television commercial and directed Clorox to make no further placement of the print advertisement. In his order, Judge Greisa advised Clorox to "...attempt to make a clean break with false and misleading depictions...if it wants to pursue comparative advertising with the two products."

"Consumers trust Ziploc to provide them the highest quality in home storage products," said John Rote, SC Johnson Vice President of Home Storage products. "Therefore, we are and always will be compelled to vigorously defend against attempts to mislead our consumers into expecting anything less than the best from Ziploc."


webmaster, April 28, 2000 PRNewswire

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