Tennant downgrades advertising claims following Kärcher legal action

16th of March 2012
Tennant downgrades advertising claims following Kärcher legal action

Cleaning machine manufacturer Tennant has scaled back its controversial claims about the capabilities of its ec-H20 cleaning technology - says Kärcher, which brought a legal action against its competitor in September of last year.

Kärcher, which has its headquarters in Germany, specifically objected to the claim that ordinary tap water can in scrubber dryers be converted into 'active water' that then functions as a powerful detergent. US-based Tennant made the changes to its advertising material prior to legal or official rulings in Germany, Belgium and UK - the countries where lawsuits were issued. For example, the website no longer refers to a 'powerful detergent'.

Deputy chairman of Kärcher's management board Markus Asch commented on this latest development: "In bringing about a change in Tennant's advertising, Kärcher has achieved one of the fundamental objectives of its proceedings in Germany, Belgium and the UK."

However he also stressed that this is not the end of the matter as far as Kärcher is concerned. Speaking exclusively to ECJ he said: "This is not the end of the legal proceedings, despite the fact Tennant has changed the message on its marketing activity in some countries. We are still pursuing the company on its key claims."

He continued: "Our legal proceedings in Germany and Belgium continue - court hearings will take place shortly and we expect final decisions in the near future. We have also made formal complaints to the Advertising Standards Authority (ASA) in the UK."

Read the original ECJ story about the Kärcher lawsuit

Read the Tennant reaction to the lawsuits


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