Delhi High Court Restrains Beco From Airing Ads Targeting HUL Products

10 Sept 2026, 6:24 pm · 2d ago · 1 min read · Inc42

The Delhi High Court has issued an interim order restraining eco-friendly D2C brand Beco, operated by Kwick Living, from running its 'War on What’s Hidden' advertising campaign. The comparative campaign directly targeted Hindustan Unilever's flagship cleaning brands, Surf Excel and Vim, claiming their ingredients cause skin allergies and urging consumers to switch to Beco. A division bench led by Justice Anup Jairam Bhambhani ruled that comparative ads cross legal boundaries when they become misleading or deceptive, noting Beco failed to substantiate its claims. Beco must take down all offending advertisements within one week.