Heatpump makers in advertising spat
The Advertising Standards Authority has ruled a series of heatpump ads were likely to mislead consumers.
The Advertising Standards Authority has ruled ads for Mitsubishi Electric heatpumps were misleading after its competitor Fuljitsu complained.
Fujitsu argued Mitsubishi Electric billboard, print and radio ads were misleading by claiming their heatpumps were "known to heat more effectively and quietly than any other heat pump in New Zealand".
The complaint says Black Diamond Technologies, which imports Mitsubishi heatpumps, bent the truth when referring to quietness by not including the outdoor element of the heatpump, which is louder than the indoor part.
It also says BDT's claim was based on just two "hi-wall heat pump" models, when there are many different types of heatpumps which produce varying amounts of noise.
The complaints board said BDT's claims were absolute, and had "not been substantiated".
"Such robust claims were likely to mislead the consumer and was also likely to exploit their lack of knowledge."
The lack of substantiation meant the ads were "likely to mislead the consumer as to the operation of the heat pump", the board said.
It also said BDT did not properly explain that its quietness claim related to just two models operating at their lowest levels.
The complaints board, whose chairwoman is Jenny Robson, upheld the complaint.
Caleb Allison
Wed, 12 Sep 2012
Wed, 12 Sep 2012
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Heatpump makers in advertising spat
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