Lifebuoy or Dettol?

Posted 01 June 2012

This is an interesting ASA ruling. Essentially it is a fight between Lifebuoy and Dettol, with Dettol arguing that “that bar soaps and antiseptic liquids are distinctly different products which fulfill different, albeit complementary, functions” and that “a bar soap’s primary use is to clean germs from the body and does not necessarily affect germs in the water, which means that germs can be transferred back onto the body. In contrast, an antiseptic liquid’s primary function is to kill germs, whether on the body or in the water.”

This ruling is interesting for it shows how well the ASA were able to show that the “expert”, Dr Jardine, did not point out that the concentrations between Dettol and Lifebuoy were not compared using the same ‘strengths’. It shows how competitors try to compete in the same market. Worse, it shows how competitors will attack each other Read the rest