Review board says Dyson should cease unsubstantiated vacuum claims

The National Advertising Review Board (NARB) recommended changes to Dyson’s claims about its vacuum cleaners on Tuesday, February 12. The changes involve Dyson V8 cordless vacuums suction power, vacuum runtime, and battery technology. Dyson agreed to follow the NARB’s recommended changes in future advertising.

The NARB recommendations follow soon after Consumer Reports’ recent announcement that the testing bureau removed Dyson’s stick vacuum cleaners from its list of recommended products. Consumer Reports’ action was based on its vacuum reliability rating scores and is unrelated to the issues in the NARB recommendations.

There are two stages to this story. Originally, Dyson competitor SharkNinja challenged claims in Dyson’s V8 vacuum cleaner advertising to the National Advertising Division (NAD). NAD is an advertising industry self-regulatory investigative body. After the NAD issued recommendations, Dyson appealed to the NARB, which issued its modifications of the NAD recommendation. The two parts of the process are summarized below for each of the three challenged claims.

NAD Recommendations

Dyson’s “most powerful suction” claims

The NAD took issue with Dyson’s “most powerful suction” claim for the V8 vacuum, stating that consumers might construe the claim to apply to all vacuum cleaning modes. Therefore the investigative unit recommended Dyson disclose the claim only applied to “max” cleaning mode. The NAD also recommended Dyson make it clear the reference was to cordless vacuum cleaners only and that it applied to all V8 models.

Dyson’s “up to 40 minutes runtime” claims

The NAD recommended Dyson stop claims of “40 minutes runtime” and “up to 40 minutes runtime.” According to the NAD, the claims were “unsubstantiated” because not many consumers use the Dyson V8 that long while cleaning.

Dyson’s “new battery chemistry” claims

Regarding the V8’s “new battery chemistry,” the NAD recommended Dyson stop referring to the chemistry as new since the V8 has been for sale since 2016.

NARB Recommendations

Dyson’s “most powerful suction” claims

After review, the NARB agreed with the recommendation that Dyson disclose the powerful suction claims were in comparison to other cordless vacuums. The NARB didn’t agree it was necessary to make a reference to “max mode only” or to make a point about applying to all V8 vacuum models.

Dyson’s “up to 40 minutes runtime” claims

The NARB agreed the “40 minutes runtime” claim wasn’t supported, but that the “up to 40 minutes” claim need not be discontinued if accompanied by “clear and conspicuous disclosure” that the runtime was without motorized attachments and would vary depending on cleaning mode and attachments. However, the NARB also recommended that, regardless of qualifying disclosures, the “up to 4o minutes runtime” claim should not appear near images of the V8 vacuum with the motorized attachment.

Dyson’s “new battery chemistry” claims

The NARB agreed with the NAD and did not change the investigative group’s recommendation to drop the “new battery chemistry” claim.

Dyson agreed to follow the NARB Panel’s recommendations in future ads. “Dyson appreciates NARB’s determination modifying several of NAD’s recommendations,” the company said.

Digital Trends reached out to Dyson for further comment and will update this post when we hear from the company.

Smart Home

The Dyson Pure Cool air purifier fan gets a massive $210 price drop

Allergy season is here in strength, but you don't have to suffer. NewEgg and Rakuten have refurbished Dyson AM11 Pure Cool Tower Purifier Fans for $210 off, less than half the regular price. This unit cools in summer and purifies all year.
Smart Home

Getting down to the nitty-gritty: The best vacuums you can buy

Our expert reviewers took some vacuum cleaners for a spin to see which worked best. Whether you're looking for a traditional upright, stick, or robot vacuum, check out our picks for the best vacuums on the market.
Home Theater

Don't need sports or local channels? Philo can save you some cash

Philo is an affordable live TV streaming service, with an impressive channel list and feature set. With more hardware support, unlimited DVR, and greatly improved TV Everywhere features, the service is now even easier to recommend.

The best iRobot Roomba deals to make cleaning your home a breeze

Keep your home clean without lifting a finger using a robot vacuum cleaner. These nine iRobot Roomba deals not only help you keep your home tidy, but many also come with advanced features such as automatic scheduling and Wi-Fi connectivity.
Smart Home

Grocery shopping wreaks greater havoc on the environment than meal kits

A study by the University of Michigan showed meal kits cause less environmental damage than meals from grocery store ingredients. According to the U-M researchers, grocery store meals produced more greenhouse gas emissions than meal kits.
Smart Home

You can now have your Amazon packages delivered in your garage

Amazon is expanding its Amazon Key service with Key for Garage. Eligible Amazon Prime subscribers in 50 U.S. cities will be able to sign up, assuming they have a myQ-enabled smart garage door opener.
Smart Home

The Houzz app now lets you virtually tile your floor with augmented reality

Augmented reality is starting to be a real bonus to apps like Houzz's View in My Room 3D tool, which recently added the ability to measure how a tiled floor might look in your living space.
Smart Home

Not only is Chucky back, he haunts your smart home in Child’s Play reboot

Chucky is a classic horror movie villain dating back more than 30 years and the character is getting reimagined in the new reboot coming in June that gives the evil doll control over smart home functions.
Smart Home

You can soon take your Amazon returns to any Kohl’s store across the U.S.

Amazon has offered returns via a limited number of Kohl's stores since 2017, but the service is about to expand to all 1,150 of its outlets across 48 states. The service is free, too.
Smart Home

Postmates expands to 1,000 more cities to take on DoorDash and Uber Eats

Postmates has expanded its on-demand delivery service to 1,000 additional U.S. cities, taking the total number served to more than 3,500 across all 50 states and putting it within reach of 70% of households.

Working hard or hardly working? Do it right with these versatile PC desks

Looking for a new piece of furniture that will fit in your office, dorm, or gaming cave? Here are some of our favorite computer desks on the market, whether you're a serious gamer looking for an upgrade, or just moved into a new space.

Walmart drops Instant Pot LUX60 to its lowest price since Black Friday

Amazon cut the Instant Pot LUX60 6-quart, 6-in-1 multi-use programmable pressure cooker price so low, people who already have an Instant Pot may buy it as a spare. Digital Trends' reviewer said, "The Instant Pot Lux won't disappoint."
Smart Home

The startup behind the world’s first laundry robot has folded

When the Laundroid was first announced almost three years ago, then shown off at last year's CES, it was met with a fair bit of both intrigue and derision. But now Seven Dreamers, the company behind it, says the company is out of money.
Smart Home

The best sous vide machines cook your food perfectly, every single time

Want to make four-star meals from the comforts of your own kitchen? Here are the best sous vide machines available right now, whether you prefer simple immersion circulators or something more complex.