DHC overturns ASCI order against Kent alleging puffery in advertising

The Delhi High Court (DHC), dealing with a suit for permanent injunction filed by M/s. Kent RO Systems Ltd. (Kent) against the order passed by the Advertising Standards Council of India by which Kent was directed to modify its tagline “Kent deta hai sabse shudh paani”, has held that “such exaggerations, puffery, hyperbole is part of advertising which cannot be completely curtailed, except in accordance with law.” The DHC, while noting that ASCI order cannot curtail the advertising rights of Kent, granted interim protection to Kent from affecting ASCI’s order.