UK:KODAK TO WITHDRAW INK CARTRIDGE ADVERTISMENTS

[Anonymous]

http://www.insidermedia.com/insider/south-east/40919-kodak-must-withdraw-printer-ink-ads/
UK:KODAK TO WITHDRAW INK CARTRIDGE ADVERTISMENTS
Hemel
Hempstead-based Kodak has been told to withdraw press and TV ads that
claimed users of its all-in-one printers could save an average of
£75-a-year on ink.Competitor Hewlett Packard and a member of the public
challenged the claims, saying they could not be substantiated.Kodak
responded that the “average” claim was supported by leading industry
studies on home printing and small office/home office printing. It
produced research data and surveys in support of its claims.

But
the Advertising Standards Authority upheld the complaints, saying that
most inkjet printer users were unlikely to print as many as 1,500 pages a
year, the basis on which the company’s savings claims were calculated.A
complaint about a similar radio ad that claimed savings of “up to” £75 a
year on printing costs was not upheld. The ASA ruled that Kodak had
shown that at least 10 per cent of consumers could achieve that saving.

A
spokesman for Kodak said: “I think it’s important to confirm that the
ASA adjudication noted that Kodak ink is ‘generally cheaper’ than the
competition. The fact that people can save money by using Kodak printers
was not in dispute.”The adverts ran last year and have not been used
since the end of 2009.”

[Author]

November 3, 2010 at 8:51 AM