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 user 2007-09-18 at 2:19:00 pm Views: 55
  • #18776

    Kyocera achieves victory over ASA HP complaint
    HP prevented from making misleading campaigns in future
    has triumphed with regard to its reporting of HP to the Advertising
    Standards Authority (ASA) for making misleading claims about one of it
    printers in an advertisement.

    In July, Kyocera lodged an
    official complaint with the ASA following the publishing of an
    advertisement in CRN, and other trade publications, which claimed that
    customers buying the HP Colour LaserJet CP3505 printer would only have
    to replace toner throughout the printer’s life “and nothing else”.The
    advert went on to state that “No drum, maintenance, fuser, cleaning or
    transfer kits” were required.Kyocera challenged these claims on the
    basis that HP toner cartridges, which must be replaced each time the
    toner runs out, contain drums which are therefore also replaced
    regularly.The ASA said in a statement: “Since our last letter, we have
    received a response from HP. They have given us their assurance that
    they will remove the references to “replacement toner” and “no drum”
    from the ad and will not make similar claims about individual elements
    of the print cartridges in future ads; they will also make clear that
    it is the print cartridges that will need replacing.””Because we
    understand the marketing will now be amended in line with The British
    Code of Advertising, Sales Promotion and Direct Marketing, we intend to
    close the case informally,” said the ASA.

    Kyocera’s general
    manager, Ian Joslin, said: “We’re delighted that HP has acknowledged
    that its ads were misleading and volunteered to amend them. People tend
    to believe the claims of blue-chip brands without question and there’s
    already enough uncertainty around the ongoing costs of running laser
    printers so it’s not helpful for HP to add to it by making claims which
    cannot be substantiated. We’re firmly committed to making it easier for
    printer users to compare the relative costs of using different printers
    so we felt compelled to challenge the validity of HP’s claims.”"To
    claim on the one hand that users need not replace multiple parts during
    the life of the printer, and then to state on its cartridge packaging
    that 70% of the print engine is contained within the cartridges just
    doesn’t add up. Customers in any doubt as to the number of parts
    replaced each time an ink cartridge runs out should take a look at the
    number of individual parts a cartridge contains – around 60. Compare
    this to the five components in a Kyocera toner cassette and it’s easy
    to see which company really offers “toner-only” technology,” he added.