Two rival chimney-sweeping companies have become locked in a bitter online dispute after one business owner was labelled the “backstabber of the year” by a competitor.
David Sudworth, founder of Mr Soot, claimed that competitors at Sparkling Flues had published “offensive and derogatory content” online in an attempt to damage his company’s reputation.
The websites emerged after Mr Sudworth expanded his Wigan-based operation into Greater Manchester, an area already served by Sparkling Flues.
The domains mr.soot.co.uk and mrsoot.co.uk redirected visitors to a page headed “Welcome to Mr Soot – Back stabber of the year”. It also featured an image of Mr Sudworth holding an altered medal bearing the words “Premium Quality T–T 100%”.
Sparkling Flues, owned by Living Innovations, was founded by Emma and Paul Roddy in 2015 and provides chimney services across the Manchester area.
Mr Soot has since expanded to offices in Manchester, Liverpool, Preston and Stockport, as well as operating a HETAS-approved training centre in Wigan.
A ruling by Nominet, the UK’s domain-name watchdog, heard that Mr Sudworth received a text message from an unnamed Living Innovations director in 2021.
The message reportedly expressed “dissatisfaction” over Mr Sudworth’s decision to expand into locations where Living Innovations was already operating.
David Sudworth, founder of chimney-sweeping company Mr Soot, is pictured
Emma Roddy, described as Manchester’s only female chimney sweep when she launched Sparkling Flues in 2015, is pictured
The websites mr.soot.co.uk and mrsoot.co.uk redirected visitors to a page titled “Welcome to Mr Soot – Back stabber of the year”, featuring an edited image of Mr Sudworth holding a medal marked “Premium Quality T–T 100%” (pictured)
A little over two weeks later, the webpage branding Mr Sudworth a “backstabber” 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
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 Sudworth told Our News Outlet: ‘We are pleased the independent expert ruled in our favour. Mr Soot is a trademark and name we have built over almost a decade.
‘It has become a byword for trust and professionalism, so it is important that it is properly protected. As a professional company, our focus is on delivering excellent customer service and helping to raise standards across the industry.
‘We were the first chimney sweeping company to establish its own HETAS-approved training centre, helping fellow professionals develop their knowledge and skills.
‘It is this consistent focus on customers, professional standards and innovation that has helped Mr Soot become one of the industry’s best-known brands.
‘We look forward to continuing that growth.’
Mr Roddy said in a statement to The Telegraph: ‘We respect the expert’s decision and do not intend to pursue the matter further.’
It’s understood Mrs Roddy (pictured in 2015) no longer works as a chimney sweep
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.
Our News Outlet has contacted Sparkling Flues for comment.
