• Reuters, Friday, January 6, 2012 10:40 AM

A federal judge blocked Clorox from airing a TV ad for Fresh Step cat litter because the spot appears to impugn rival Church & Dwight's Arm & Hammer brand of cat litter. District Judge Jed Rakoff in Manhattan on Wednesday said Church & Dwight showed a high likelihood of "irreparable harm" from Clorox's ad. Rakoff issued a preliminary injunction to halt the ad, which began airing last February, while litigation continues.

The humorous ad suggests cats are "smart enough" to choose litter with less odor. "We make Fresh Step scoopable litter with carbon, which is more effective at absorbing odors than baking soda," says the voiceover as visuals support the assertion. Arm & Hammer is the only major cat litter brand that uses baking soda.

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