LONDON: ICI Paints AkzoNobel is launching legal proceedings against PPG Architectural Coatings, following Johnstone's Paints ongoing 'No 1' advertising campaign.

The campaign, which draws direct comparisons between the Dulux Trade portfolio and PPG's Johnstone's Trade range, will be challenged by ICI Paints AkzoNobel's legal team in relation to the claims contained within the advertisements. ICI Paints AkzoNobel believes these claims to be misleading and unlawful.

Dr Steve Snaith, trade marketing director at Dulux Trade, confirmed: "We feel that we can no longer ignore this activity, as it is in danger of causing confusion in the marketplace and damaging our brand, in which we have tirelessly invested.

“We have continuously sought to offer clarity, quality and best advice to our valued customers, which has resulted in Dulux Trade becoming the trusted market leader. We therefore feel it is right to take a stand against what we believe to be unlawful claims made in the Johnstone's 'No 1' advertising campaign."