The Advertising Standards Agency (ASA) has banned a television advert for a Dyson vacuum cleaner over “misleading” claims about its compact size.
The advert showed a woman packing away the vacuum into a cupboard without its tube and hose, with the voiceover saying:
“So there you have it, the smallest, quietest Dyson Ball vacuum.”
One issue raised with the ASA was that the advert implied that both the hose and tube could be packed away inside the body of the vacuum to make it such a small size to pack away.
Dyson stated that it did not imply this because the advert opened by showing how the device was made, and obviously showed that there would be no room for these appendages. However, the ASA disagreed and ruled:
“We considered that consumers would understand from these final scenes that the wand and hose collapsed down further than shown and that it was possible for them to be collapsed down into the body of the machine. Because this was not the case, we concluded that the ad was misleading.”
