# Kent withdraws ads disparaging Urban Company’s filter claim after HC hearing 2026-08-14T02:13:51+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 1 independent outlet Kent has agreed to withdraw advertisements targeting Urban Company's two-year filter-life claim within 10 days, after the Delhi High Court questioned whether the ads were meant to discredit a rival's technology rather than promote Kent's own products. The court observed that Urban Company had made out a case for interim relief, calling Kent's disparagement 'very, very wide'. The dispute centres on Urban Company's Native M1 and M2 purifiers, which claim up to two years without service or filter replacement under specified conditions. Urban Company cited lab tests using 12,000 litres of water at TDS levels of 1,500-2,000 PPM, and said it has spent about Rs 80 crore advertising the feature. Kent argued that filter life depends on water quality, which varies significantly across India. The court recorded Kent's undertaking not to republish similar ads. ## Coverage - businesstoday.in Tags: advertising dispute, Delhi High Court, filter life, Kent, Urban Company, water purifiers Canonical: https://indianopinion.org/kent-withdraws-ads-disparaging-urban-companys-filter-claim-after-hc-hearing/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/kent-withdraws-ads-disparaging-urban-companys-filter-claim-after-hc-hearing/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes.