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LG And Dyson Bitter Enemies, After LG Kompressor Vacuum Adv Banned

LG And Dyson Bitter Enemies, After LG Kompressor Vacuum Adv Banned

Back in November 2007, an LG vacuum cleaner adv was pulled by the British advertising watchdog, after Dyson took action against LG Electronics.

Now the two are at it again after LG claimed in a Federal Court filing that advertising for the Dyson V6 currently being sold in Australia was misleading. 

In a late statement LG Australia said:

“LG Australia has initiated proceedings in the Federal Court of Australia against Dyson to restrain Dyson from making certain claims in relation to its V6 Cordless Vacuum. 

“LG Australia alleges that Dyson’s advertisements claiming that the Dyson V6 cordless vacuums are the “the most powerful cordless vacuums” and that those cleaners have “twice the suction power of any cordless vacuum” are misleading on the basis that the LG CordZero cordless canister vacuum is in fact more powerful and has more suction power than the Dyson V6 cordless vacuum.  

“The matter is currently being considered by the Court, and as such, LG is not in a position to make further comment.”

In the UK in 2007 the Advertising Standards Authority (ASA) declared that LG marketing for their Kompressor vacuum cleaners misled consumers about the effectiveness of its dust compression technology after Dyson called for an investigation. 

The ASA ruled the TV commercial was in breach of UK standards in three ways: (1) the tagline ‘compress your dust’ was misleading because the appliance’s compression system only compacted large material such as fluff, while fine dust was stored in another chamber altogether; (2) the ad misleadingly implied that collected dust was compressed into a solid mass, but the fine dust chamber was not shown in the ad; and, (3) the ad was potentially denigrating to competitors’ products because it implied they produced a larger dust cloud than the LG Kompressor.

All three of Dyson’s complaints were upheld by the Advertising Standards Authority (ASA) after an independent expert called in by the regulator agreed that the Korean giant’s Kompressor vacuum cleaner TV commercial was misleading.

“We told LG that the ad should not appear again in its present form,” said the ASA in concluding its adjudication.

At the time Dyson claimed that because fine dust is not compacted in the Kompressor’s main chamber but stored in a separate compartment, dust was actually more susceptible to dispersion when emptied and therefore more likely to create a dust cloud than other bagless machines.

“Our engineers focus on developing and testing Dyson technology, but we do keep half an eye on competitors,” said Dyson UK group marketing director, Clare Mullin.

“We’ve come to expect lazy innovation masked behind misleading marketing, and this seems to be what we have here from LG. 

At the time LG Electronics Australia who are now taking on Dyson claimed that the UK ASA rulings had no relevance to the Australian market.

LG Australia chose not to run the banned TV commercial in Australia said Paul Jenkins the then General Manager of LG Marketing. 

Back in 2012 LG Electronics produced a TV commercial for
their Kompressor vacuum cleaner that appeared to suck fat out of a female
model.