HUL seeks Delhi HC injunction over Beco ads targeting Surf Excel and Vim

Hindustan Unilever has moved the Delhi High Court against Beco’s parent over a comparative campaign that cited ingredients in Surf Excel and Vim. HUL alleges trademark infringement, passing off and commercial disparagement. No interim restraint was granted; Beco must respond by August 20, ahead of an August 21 hearing.

— Source published Wed, 19 Aug, 2026, 16:57 IST · First seen Wed, 19 Aug, 2026, 17:11 IST · Source Business Standard · Companies

What happened

Hindustan Unilever · HUL has sought a Delhi High Court injunction against Beco’s comparative campaign targeting Surf Excel and Vim, alleging trademark

Key facts

  • 2 chemicals cited: Benzisothiazolinone (BIT) and Linear Alkylbenzene Sulfonate (LAS)
  • Beco response due August 20
  • Next hearing scheduled August 21

Why this matters

For acquirers and partners, diligence on claim substantiation, trademark use and advertising-law contingencies is increasingly essential when evaluating sustainability-led FMCG brands.

What to watch

  • Delhi High Court's August 21 hearing outcome, including any interim takedown, disclaimer or evidence-preservation order.
  • Whether Beco's response provides product-testing, toxicology, biodegradability or regulatory evidence for the challenged statements.
  • Any ASCI complaint or parallel regulatory action concerning misleading environmental, safety or comparative claims.
  • Whether HUL expands action to distributors, digital platforms, influencers or additional Beco creatives.
  • Copycat comparative campaigns or legal notices involving other detergent, dishwash and sustainable-homecare brands.
  • HUL is likely to seek removal or modification of the named-brand creatives, demand corrective disclosures and press for evidence supporting each ingredient and environmental implication.
  • Beco may file scientific substantiation, argue fair comparison and consumer-interest messaging, and voluntarily adjust copy, visual cues or disclaimers while preserving its sustainability positioning.
  • Other FMCG brands will conduct legal reviews of comparative, 'toxin-free', 'chemical-free', biodegradable and ingredient-safety claims before major festive-season campaigns.
  • Advertising agencies and media platforms may require stronger claim documentation and indemnities for competitor-referencing campaigns.