Hotpoint Quadrio FF4DX claim to “save up to 50% energy” ad is misleading

The Advertising Standards Authority has upheld a complaint regarding the Indesit company’s new “revolutionary new four-door fridge freezer” under the Hotpoint brand Hotpoint Quadrio FF4DX (product advertised on Sainsbury’s Appliances site). The complainant challenged whether the claim “save up to 50% energy” misleadingly implied that the product could save up to 50% of the total energy used by a fridge freezer, rather than (merely) a saving in the energy required to restore the internal temperature of a compartment once the door had been opened.

The ASA assessment was that the complaint was upheld and they ad breached CAP Code clauses 3.1 (Substantiation) and 7.1 and 7.2 (Truthfulness) and must not appear again in its current form.

Full details are on the ASA site ASA Adjudications: Indesit Company UK Ltd t/a Hotpoint

Written By - Washerhelp on May 21st, 2009 with no comments, yet - What do you think?
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