Carlill v Carbolic Smoke Ball Co [1893]: The Company That Won by Losing
Carlill v Carbolic Smoke Ball Co [1893] 1 QB 256, Court of Appeal (England and Wales) Area of Law: Contract Law — Formation, Unilateral Offer, Acceptance by Performance, Consideration There is something almost comic about the Carbolic Smoke Ball Company. They lost the case. Badly. Unanimously. Three judges, not one dissent, zero sympathy. And yet, within weeks of the Court of Appeal's decision, their managing director Frederick Roe placed a new advertisement in the Illustrated London News, reframed the entire defeat as proof that the product worked, and the company continued trading. The men were rogues — Lindley LJ himself implied...
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