ValvTect Petroleum Products said it filed a response to the lawsuit filed by Star brite that alleged a ValvTect comparison ad contained false information.
In ValvTect's response, it denied all of Star brite's allegations and filed its own charges against Star brite for false advertising, deceptive and unfair practices.
In its counterclaim, ValvTect alleges that Star brite made false and misleading statements in Star brite's PowerPoint presentation that falsely indicated, among other things, that ValvTect Ethanol Gasoline Treatment voids a warranty, caused excessive carbon deposits and contained alcohol and soap.
The counterclaim also alleges that Star brite has engaged in unfair and deceptive acts and practices by making exaggerated, unsupported, and/or misleading statements and performance claims for its StarTron Enzyme Gasoline Treatment.
"We believe Star brite's actions were and continue to be unethical, unscrupulous and substantially injurious to ValvTect as well as to the general public by disseminating false and misleading statements about ValvTect Ethanol Gasoline Treatment and false performance claims about StarTron," ValvTect president Jerry Nessenson said in a statement.
Star brite president Peter Domau called ValvTect's filing "a deceptive measure to try and confuse some issues," noting that a federal court in Fort Lauderdale previously granted Star brite's motion for a preliminary injunction against ValvTect Petroleum Products in the lawsuit over comparison advertisements from ValvTect.
Domau told Soundings Trade Only this morning that his company was doing well, was a leader in the market and that it's up to the public to decide which product is best.
"No one wants to hear this anymore," he said of ValvTect's statements. "It's really childish. It's ridiculous. It's total, total stupidity."
The court previously ordered ValvTect to stop running advertisements stating that certain lab tests show ValvTect Ethanol Gasoline Treatment outperforms Star brite's Star Tron Enzyme Fuel Treatment.
That motion was only a preliminary hearing. The case is set for a hearing next year.