Skeppshult's 'only remaining Scandinavian cast-iron foundry' claim ruled misleading

On its website under 'Om oss', cast-iron cookware maker Skeppshults Gjuteri stated: 'Skeppshult gjuteri är det enda kvarvarande gjuteriet i Skandinavien som tillverkar hushållsprodukter i gjutjärn' — that it is the only remaining foundry in Scandinavia producing cast-iron household products.

A complainant, fellow foundry Lursta Gjuteri, said it also made cast-iron household products, so the claim of being the only one was false.

Skeppshult argued it had cast iron continuously since 1906, an unbroken tradition, while Lursta's cast-iron brand had only existed since around 2021-22.

The Reklamombudsmannen found the average consumer would read the statement literally as meaning no other Scandinavian foundry makes cast-iron household products. Skeppshult admitted this was not the case. The claim was therefore misleading, breaching Article 5 of the ICC Code.