Advertising for Pure Energy Battery has been vindicated by a trade dispute process conducted by the Advertising Review Panel of the Canadian Advertising Foundation.

The Pure Energy advertising will continue to be aired.

Duracell Canada filed a complaint with the caf last November about the campaign launching Mississauga, Ont.-based Pure Energy’s rechargeable alkaline batteries.

Duracell took issue with the tv spot’s claim that the batteries can be recharged up to 25 times.

Pure Energy supported its claims with test results.

Lawyers for Canada’s second major battery company, Eveready Canada, had also contacted Pure Energy to express the company’s concerns about the claims in Pure Energy’s original advertising.

In response, the commercial was modified a few weeks after the launch.

Andre Tremblay, vice-president of marketing for Eveready Canada, says the company has not decided whether it will take any further action against Pure Energy.

Duracell would not comment on the caf process.

Pure Energy’s campaign was created by Bozell Palmer Bonner, Toronto.