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The U.S. owners of the Rona home improvement chain say they strongly disagree with but won’t dispute a ruling barring them from using the taglines “Truly Canadian” and “Proudly Canadian.”

A complaint to regulator Ad Standards about the slogans adorned to the front of the shops triggered the ruling against Rona owner Lowe’s Cos. Inc., which was reaffirmed on appeal.

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“Rona is not owned and controlled by a ‘truly Canadian’ entity,” the regulator said in its decision. “Council concluded, therefore, that the claim ‘truly Canadian’ conveyed an inaccurate general impression.”

Rona, founded in 1939 in Quebec, was Canadian-owned until competitor Lowe’s, based in Mooresville, N.C., bought the retailer in 2016. The American company had argued that it should be allowed to continue using the slogans because of Rona’s Canadian founders, Canadian headquarters and number of Canadian executives.

Lowe’s “strongly disagrees” with the ruling, a spokesperson told CTV News Nov. 11. The U.S. company said it couldn’t appeal the verdict further because Ad Standards does not have such a mechanism.

Lowe’s rebranded dozens of Rona stores to the Lowe’s moniker after the takeover and closed 24 Rona stores and two Lowe’s outlets in Canada last year.