UK:KODAK TO WITHDRAW INK CARTRIDGE ADVERTISMENTS

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UK:KODAK TO WITHDRAW INK CARTRIDGE ADVERTISMENTS

 user 2010-11-03 at 8:50:07 am Views: 84
  • #24041

    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.”