When Does Comparative Advertising Pass the Smell Test?

This case is the Australia manifestation of an international dispute between Reckitt and SC Johnson over the introduction of SC Johnson's new Clean & Pure air sanitiser into the global air freshener market.

Reckitt is the manufacturer and distributor in Australia of Glen 20 surface spray disinfectant. In April this year, SC Johnson launched Clean & Pure in Australia and promoted it by way of a television advertising campaign. The advertisements in question depict a husband and wife overjoyed at the discovery of Clean & Pure and include the following dialogue: