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Store Says Competitor Crossed The Line

DEDHAM, Mass. (CN) - A flooring and carpet store claims a rival defamed it in a full-page ad in the Providence Journal. National Floors Direct cites The Floor Center's ad that mentions "National" and "Direct" - both in quotes - and then states, "the claims are frequently exaggerations of the truth and in some cases blatant lies."

National says the Floor Center competes with it. Both are based in Massachusetts. It cites these selections from the Floor Center's ad in the Oct. 24 Providence Journal: "If the shop-at-home flooring offer on TV sounds too good to be true, it is. ... For the past few months, we've been subject to those big shop-at-home TV and billboard ads claiming unbelievable savings and next day installation. They are not a "National" company and just because they tell you they are "Direct" doesn't mean you are getting the lowest price (just read the fine print). These companies show actors making these claims when in fact, the claims are frequently exaggerations of the truth and in some cases blatant lies. ... These companies are only interested in volume. They hook you with a nice sounding promise they won't keep. ... These companies are hurting the flooring industry and doing a disservice to the consumer."

National says it advertises on TV, radio, the Internet and billboards. It claims that the references in the ad "would be understood to mean National Floors Direct."

National demands punitive damages for defamation, libel, and interference. It is represented in Superior Court by Thomas Curran of Boston.

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