NEW DELHI: In the latest development in HUL vs Sebamed war, the Supreme Court has rejected a special leave petition filed by the former challenging the Bombay high court order that permitted Sebamed to run its campaigns critical of pH levels of HUL soaps. 

Earlier, the division bench of the Bombay high court dismissed an appeal filed by HUL against the order of the single judge that permitted Sebamed to air the TV commercials filmstars kee nahi, science kee suno, without any reference to the Rin detergent bar or any other detergent soap. The Single Judge permitted the Sebamed advertisement naming Dove to continue in its current form, and for Lux, Pears, and Santoor to continue after removing the segment relating to the detergent bar.

The FMCG major claimed in its appeal that the German soap brand’s campaign disparaged and ridiculed its products. It said that the brand misleads consumers by implying pH is the most important factor while choosing a soap. In doing so, Sebamed instils fear against HUL's products in the minds of consumers, the plea stated.