*NEWS*KYOCERA CRIES FOUL OVER HP’s ADV.

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*NEWS*KYOCERA CRIES FOUL OVER HP’s ADV.

 user 2007-07-05 at 2:31:00 pm Views: 73
  • #18288

    Kyocera cries foul over HP printer ad

    Complaint sent to the ASA

    Printer manufacturer
    Kyocera
    has lodged an official complaint with the
    Advertising
    Standards Authority
    over a recent
    HP colour laser
    printer promotion.

    Adverts for the
    HP
    Colour LaserJet CP3505
    claim that the only consumables that need replacing
    are the toner cartridges. Most other laser printers also need to have the
    printing drum replaced.

    Kyocera has insisted that the claim is “disingenuous” as the printer’s drum
    is built into the cartridge and is therefore factored into the cost.

    “HP’s marketing approach is typical of the ‘smoke and mirrors’ tactics that
    have been employed by our competitors for many years,” said Ian Joslin, general
    manager at
    Kyocera
    UK
    .

    “It obscures the short-life, high-waste nature of HP’s technology and the
    consequent costs that will be passed on to users.

    “The fact is that the HP Colour LaserJet CP3505 is a throwaway product,
    designed to be disposed of at the end of its short life. To dress this up in
    claims of economy is disingenuous and amounts to false advertising.”

    The adverts also claim that the cost per page of HP’s printer is 60 per cent
    less than that of Kyocera’s own products.

    Peter Maude, director of analyst company
    CharisCo,
    said: “I believe HP is guilty of an error of judgment with the misleading
    wording of its recent advertising.

    “A Colour LaserJet CP3505 user needs to replace only print cartridges under
    normal low-volume usage. But there is no question of the device not having print
    drums. They are integratgd, as is the cost.

    “The electrostatic paper transport belt is also user-removable, demonstrating
    that it can be replaced at extra cost as and when necessary.”

    HP refused to comment on the complaint, citing the ongoing investigation.