Health & Beauty

A sponsored advertisement on Facebook for the Dyson Supersonic Nural Hair Dryer. The image depicted the hair dryer and its various attachments resting on a display case for the product.

The complainant considered the advertisement misleading on the basis that the product had been depicted with a display case (presentation box) that was not included in the price for sale. The complainant also noted that when purchased on Dyson’s American website, the display case was included with the product in the price of sale.

The advertisers stated that to avoid the possibility of any confusion, they had removed advertising where the product was accompanied with the presentation box. They advised that they would continue to do so until such time that the presentation box would become available to Irish consumers.

They also wished to note that in the interest of clarity, they had removed advertising that was included but not limited to the imagery subject to the complaint.

Complaint Upheld.

The Complaints Committee considered the detail of the complaint and the advertisers’ response.

The Committee welcomed the advertisers undertaking to amend the advertising however, noted that at the time of the complaint, the presentation case depicted was not included with the product’s accessories upon purchase.

The Committee considered that the depiction of the presentation case with the product in association with a price was likely to be understood by consumers that by purchasing the product they would also receive the presentation case. As this was not the case, the Committee considered that the advertisement was misleading and in breach of Sections 4.01, 4.04 and 4.05 of the Code.

ACTION REQUIRED:
As the advertisement had already been withdrawn, no further action required in this case.