Energizer challenges Gillette Mach 3 advertising

LONDON - Energizer, which owns the Wilkinson Sword brand, is preparing to take on Gillette over claims made in ads for the latter's Mach 3 Power and Turbo razors.

The pair have already faced each other in four European courts. In the US, a ruling earlier this month by a Federal judge in Energizer's favour gave Gillette 30 days to remove the offending ads for the David Beckham-endorsed Mach 3 Power razor.

In the UK, the Advertising Standards Authority is investigating allegations made by Wilkinson Sword concerning claims made in TV ads for Gillette's Mach 3 Turbo razor.

So far, Energizer has taken no legal action in the UK, but it is poised to mount a challenge following the success of the US ruling.

After the US hearing, Energizer Holdings was granted a preliminary injunction against claims by Gillette that its M3 Power raises hair up and away from the skin, which the court labelled "greatly exaggerated" and "literally false".

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