Chimney sweeps turf war turns dirty as firm sets up website mocking rival as 'backstabber of the year'
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By OLIVIA DAY, ASSISTANT NEWS EDITOR, AUSTRALIA
Published: | Updated:
Rival chimney sweep firms have become embroiled in a war of words after one company founder was branded the 'backstabber of the year' by his competitor.
Mr Soot founder David Sudworth said his competitors at Sparkling Flues had shared 'offensive and derogatory content' designed to undermine his business online.
The websites appeared after Mr Sudworth expanded his Wigan-based business into Greater Manchester, where Sparkling Flues operates.
The sites - mr.soot.co.uk and mrsoot.co.uk - diverted users to a webpage titled: 'Welcome to Mr Soot - Back stabber of the year' alongside a photo of Mr Sudworth holding an edited medal which reads 'Premium Quality T--T 100%'.
Sparkling Flues, which is owned by Living Innovations, was set up by Emma and Paul Roddy in 2015 and services the Manchester area.
Mr Soot now has offices in Manchester, Liverpool, Preston and Stockport as well as a HETAS-approved training centre in Wigan.
A legal ruling by Nominet, the watchdog for UK domains, heard that Mr Sudworth received a text message from an unnamed director of Living Innovations in 2021.
The message expressed 'dissatisfaction' with Mr Sudworth expanding his business into areas where Living Innovations already operated.
Founder of chimney sweep business Mr Soot, David Sudworth, is pictured
Emma Roddy, who was touted as Manchester's only female chimney sweep when she launched her business Sparkling Flues in 2015 is pictured
The sites - mr.soot.co.uk and mrsoot.co.uk - diverted users to a webpage titled: 'Welcome to Mr Soot - Back stabber of the year' alongside a photo of Mr Sudworth holding an edited medal which reads 'Premium Quality T--T 100%' (pictured)
Just over two weeks later, the 'backstabber' webpage appeared online.
Mr Sudworth suggested the webpages appeared after a 'commercial dispute arose' between him and his 'direct competitor' Living Innovations.
He argued the websites were designed to jeopardise his business and unfairly used the words 'Mr Soot', a trademark he owned.
Living Innovations argued that the websites were not abusive because they were not being sold or used to promote a rival business.
They told Nominet the company's directors had been 'experiencing exceptional personal circumstances' and the link to the 'derogatory' webpage was removed.
The watchdog ruled that Living Innovations was 'more likely than not' aware of Mr Soot before it registered the websites.
Nominet said the domains were 'inherently likely to confuse' potential clients into believing they were connected to Mr Sudworth's business.
The sites were ruled 'unfairly detrimental' to Mr Sudworth's trademark rights and were transferred to him as a result.
Mr Sudworth (pictured) suggested 'offensive' webpages appeared after a 'commercial dispute arose' between him and his 'direct competitor' Living Innovations
It's understood Mrs Roddy (pictured in 2015) no longer works as a chimney sweep
The mrsoot.co.uk domain now redirects users to the official Mr Soot website. The other - mr.soot.co.uk - produces an error page.
Mr Roddy said in a statement to The Telegraph: 'We respect the expert's decision and do not intend to pursue the matter further.'
Mrs Roddy was described as Manchester's only female chimney sweep when she quit her accounting job after 20 years to try something new.
She said her interest in chimneys grew after her husband began installing ovens.
'It can be quite hard going but you just roll up your sleeves and off you go,' she told the Manchester Evening News in 2015.
'It's really nice meeting different people every day - I love it. It can be quite a filthy job but your hygiene has to be very good.'
It's understood Mrs Roddy no longer works as a chimney sweep.
The industry is enjoying an unlikely boom as soaring energy bills drive families back to traditional fireplaces amid fears Russia could target gas and electricity supplies.
The Daily Mail has contacted Mr Soot and Sparkling Flues for comment.
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