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Dyson Advert Banned For "Misleading" Consumers
17 July 2019, 11:09 | Updated: 17 July 2019, 15:00
An advert for one of Dyson's £400 fans has been labelled "misleading" for giving the impression that the fan was cordless.
The ASA (Advertising Standards Authority) has banned Dyson from showing its advert for its high-tech Pure Hot and Cool Fan.
The advert failed to show any power sockets or electrical leads until the final shot, when a cord appeared.
According to the ASA the cord was "very thin and coloured grey on a light background" and therefore gave consumers the impression that the fan was cordless.
The ASA received a consumer complaint about the ad after it aired in April.
Dyson responded to the ASA, saying it did not think there was "any reasonable prospect" of consumers thinking a tower fan or purifier could be cordless.
Dyson also argued that its fans had been on the market for more than a decade.
The ASA was not convinced and told Dyson in future not to imply that their fans were cordless unless they actually were.
A Dyson spokeswoman said: “Dyson always works to ensure that advertising is clear and accurate. We therefore regret that a complaint has been received about this advert."
She added: "However, in this instance, we disagree with the ASA’s decision. We have begun a process of appeal against this ruling.”