NARB Panel Report # 147 / Shark Infinity (Summary)

(03/06/2008)
Appeal of the NAD Final Decision Regarding Advertising for Shark Infinity NV30 & NV31 Vacuum Cleaners

Dyson, Inc. challenged Euro-Pro Operating, LLC for their superiority claims. The challenged advertising appeared on product packaging and also in web-site, online video and print advertising. The challenged advertising included claims with regard to its suction and superior cleaning.

NAD found that Euro-Pro had provided a reasonable basis to substantiate its superior cleaning claims, and Dyson has appealed that finding to this panel.

NAD determined that Euro-Pro provided a reasonable basis to substantiate the challenged claims relating to whether the Shark Infinity “Never Loses Suction” and whether it provides “Better/Superior” cleaning.

NAD recommends that Euro-Pro discontinue its comparison of the “Never Loses Suction” attributes of the Shark Infinity to other vacuum cleaners unless it clearly identifies the vacuum cleaners or category of vacuum cleaners to which the comparison is made. The panel also recommends that Euro-Pro discontinue quantifiable claims about suction loss of other vacuum cleaners unless it has sufficient substantiation for those claims.

Board Members for Panel #147

Dr. Jan LeBlanc Wicks (chair)
Professor & Graduate Coordinator
University of Arkansas

Cheryl Greene
Brand and Strategy Advisor
Deutsch, Inc.

David May
Vice President, Global Marketing
Goldman, Sachs & Company

Andrea MacDonald
President & CEO
MacDonald Media, LLC

Abby Elu
Manager, Learning & Development Global Advertising Services
Campbell Soup Company