BBB National Programs Archive

Euro-Pro, Dyson Participate In NAD Forum

New York, NY – August 13, 2007 – The National Advertising Division (NAD) of the Council of Better Business Bureaus  has determined that Euro-Pro Operating, LLC, which manufactures the Shark Infinity NV30 and NV31 vacuum cleaners, has provided reasonable substantiation for certain suction, superior cleaning, clean air, technology and patent claims. NAD has recommended certain modifications. Advertising for the Shark Infinity products was challenged by Dyson, Inc., the maker of competing vacuum cleaners.

NAD, the advertising industry’s self-regulatory forum, examined advertising claims that appeared on product packaging, and in Website, online video and print advertising. Claims at issue included: 

  • “Never Loses Suction”
  • “Other vacuums may start out with powerful suction, then they lose it.”
  • “Introducing the all new Infinity vacuum with 24 cyclones.  You’ll never lose it.  The new Infinity.  Never Loses Suction.”
  •  “By Spreading air across many cyclones, Infinity maintains airflow for better cleaning performance.”
  • “Features the Pet Care System – designed for pet lovers for superior hair clean-up.”
  • “Q. Why does Infinity use 24 cyclones? A. More cyclones were added when developing Infinity because the greater number of cyclones allows Infinity to maintain higher suction power when filtering air.”
  • “The ONLY vacuum with 24 cyclones.  Cyclonic technology spreads air across many cyclones, for a better cleaning performance, room after room.”
  • Lifetime Clean Air.”
  • “Using proprietary technology, the dirt comes from the top of the cyclone and uses centrifugal force to separate the dirt from the airflow.  This newer, smarter dirt-separation system in each cyclone picks up more dust particles quickly and easily.  And with all 24 cyclones doing this amazing job, the Infinity Never loses suction.”
  • “Pet hair doesn’t stand a chance with this powerful vacuum that features attachments designed to pull pet hair from your furniture and floors and 24 cyclones designed to deliver consistent results.”

NAD examined evidence that included the results of tests performed according to standards established by International Electrotechnical Committee (IEC) and American Society for Testing and Materials (ASTM), as well as proprietary information provided on a confidential basis by the advertiser.

Following its review,  NAD determined that the advertiser had provided a reasonable basis for its suction, superior cleaning, clean air, technology and patent claims, with some exceptions. Specifically, NAD recommended Euro-Pro discontinue the claims “Lifetime Clean Air” and “exhausts cleaner air than you normally breathe.”

NAD further recommended that the advertiser modify claims related to its 24-cyclone technology to avoid communicating the unsupported message that it is the number of cyclones contained in the Shark Infinity that is responsible for superior cleaning or superior suction capabilities.

Euro-Pro, in its advertiser’s statement, said that while it is pleased in part with NAD’s decision, it disagrees with NAD findings regarding clean-air claims and with  NAD determination regarding its 24-cyclone technology.

Nevertheless, the company noted, it supports the self-regulatory process and, “in deference to NAD, will take NAD’s recommendations into account regarding such claims in future advertising.