In a major victory for Hindustan Unilever (HUL), the Bombay High Court has issued an order asking Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets Amul ice cream, to stop telecasting its television advertisement with immediate effect. The court found the advertisement disparaging the 'Frozen Desserts' category. Court further declined GCMMF's request to grant any stay on the order, HUL said. According to HUL, GCMMF has, since 4 March, 2017 been airing a misleading television commercial of Amul Ice Cream that makes factually incorrect statements about frozen desserts creating apprehensions among consumers. HUL had filed a case on 21 March, 2017 in the Bombay High Court seeking immediate removal of the misleading Amul ice cream advertisement. "We are pleased that the Bombay High Court while injuncting Amul's advertisement has agreed with HUL's contention that Amul's advertisement is false, misleading consumers and disparages frozen desserts," HUL executive director- refreshments Sudhir Sitapati said commenting on the court decision.