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A voiceover in the TV ads stated: "Generations have trusted Fairy's cleaning power because it lasts a long, long time.

And today it lasts twice as long as the next-best selling brand. That's Fairyconomy."

The ASA said Fairy Liquid's makers Procter & Gamble had provided "robust" evidence to back the ads. In a ruling the body said: "The test reflected the practices of consumers and demonstrated that Fairy lasted at least twice as long as Persil.

"On that basis, we considered the claims that Fairy lasted twice as long as the next-best selling brand had been substantiated."

"The ads also made clear that the next-best selling brand was based on AC Nielsen volume share data, which we understood identified that brand as Persil."

Fairy Liquid hit the shelves in 1960 and three years ago the company brought back the orignal white bottle - often used by Blue Peter TV presenters to help children make their own inventions. Ads were typically accompanied with the jingle: "Now hands that do dishes can feel as soft as your face, with mild green Fairly Liquid."

Despite the ASA's judgement is a welome victory for Procter & Gamble against Persil maker Unilever.

But discount supermarket chain Aldi could still prove tougher competition. In tests carried out last year, consumer watchdog Which? claimed Aldi's "Magnum" Premium washing up liquid cleaned 11,750 plates, against 4,292 for Fairly Liquid.