Essential reading for retailers and suppliers in the home improvement market

Dyson challenges “misleading” vax ad and wins

Published: 19 June 2019 - Fiona Garcia
 

The Advertising Standards Authority (ASA) has upheld a complaint by Dyson that a claim made by Vax that its blade cordless 24v vacuum cleaner is “as powerful as a corded vacuum” was misleading and could not be substantiated.

The claim appeared in a national press ad and on Vax’s website in August 2017, with smaller text ad the bottom of the ad stating “*Based on pick up performance on wilton, tested on BS EN 60312 in boost mode”.

Despite Vax providing independent test data and other evidence to support its claim, the ASA said it believed that Vax was, effectively, making “an unqualified whole market comparison” and needed  to have carried out and provide evidence of a full range of testing to substantiate the claim.

The watchdog added that, even though the ads included the qualification “based on pick up performance on wilton”, it considered that the word “wilton” was unlikely to be understood by consumers. Furthermore, the ASA considered that the size and placement of the qualifications in small fonts at the bottom of the ads were likely to have been overlooked by consumers, leading consumers to understand the claims to mean that the Vax Blade was as effective at cleaning dust, dirt and debris as a corded vacuum on all surface types.

Explaining its decision to uphold Dyson’s complaint, the ASA said: “Because Vax’s evidence did not relate to all surface types, as suggested by the claim, and only included dust pick-up performance testing, we concluded that the claim ‘as powerful as a corded vacuum’ had not been substantiated, and was therefore misleading.”

Vas was ordered to remove the claim unless it held adequate dust pick-up performance testing and an alternative robust form of testing, which demonstrates a vacuum cleaner's ability to remove larger debris, or to use a more specific claim, which clearly stated what aspect of a vacuum's cleaning ability the powerful claim related to. The ASA also informed the firm it must make clear if a claim only related to one type of surface.

Advertising the blade cordless model on its website, Vax now includes the claim: “With almost 3 times more suction power than any cordless vacuum we’ve ever produced, the Vax Blade 2 Max 40V is proven to clean carpets better than the UK’s top 10 cordless vacuums*; that’s the cleaning performance of the best corded uprights, in a sleek, lightweight design.

*Top-20 market data, Jan-Dec 2018 (by sales volume) when tested on carpet according to IEC 62885-2:2016 clause 5.3. Tested in Boost Mode.

 

Comments


(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Register
Printable View E-mail Bookmark
*

What do you think?


Are we seeing a rise in consumers interested in smart home security?



Latest reader comments

re: A guide to construction safety for home builders

Daniel Wood
Safety should always be the first priority. If followed properly, these precautions are all we need to tackle all unwanted accidents. I ...

re: Further Homebase closures ahead

Shaun Collorick
Cheltenham homebase has closing down signs outside, but not Gloucester homebase.... Yet!...

re: B&Q sales slide, as Screwfix decision to exit German market costs millions

B&Q bob
No surprises from us on the shopfloor management paralysed by fear of jobs and to weak to take chances so bumble around. Ranges boring, and ...

re: Further Homebase closures ahead

Miss l'a tesha gc Wilson
Please keep me updated regards all Store closures Thank you...

re: Graham Bell to head up B&Q as part of Kingfisher reshuffle

Peter Earl
I HOPE GRAHAM BELL THE NEW CEO OF B&Q GETS TO GRIPS OF THE COMPANY VERY SOON.MY WIFE WENT FROM SHADOXHURST TO GILLINGHAM TO GET SOME ...

Most read stories