Eastman Kodak, Canon Participate In NAD Forum
New York, NY – August 19, 2008 – The National Advertising Division of the Council of Better Business Bureaus has determined that Eastman Kodak Company, the maker of the Kodak EasyShare line of inkjet printers, provided reasonable support for the advertising claim “Save up to 50% on Everything You Print.”
The claim was challenged by Canon U.S.A., which manufactures competing products. Canon has said it intends to appeal one section of the NAD decision.
NAD, the advertising industry’s self-regulatory forum, examined the claim at issue as it appeared in print and Internet advertisements and on product packaging.
Following its review of the evidence, including the results of testing conducted by a reputable third-party organization, NAD concluded that Kodak provided a reasonable basis for its ink cost-savings claim. Canon has indicated it intends to appeal that portion of the NAD’s decision finding that Kodak provided a reasonable basis for the ink cost-savings claim as it applied to the printing of color photographs.
NAD determined that, overall, the advertisements adequately disclosed that the basis for Kodak’s cost-savings are based upon ink and not paper or printers.
However, NAD recommended that that Kodak modify the cost-savings claim as it appears on the front/back/top panels of its product packaging to clearly and conspicuously disclose on the same panel of the box as the claim appears that the touted savings refers to ink.
NAD noted in its decision that a cost-savings graphic did present the potential for consumer confusion and recommended the advertiser more fully describe the underlying testing that supports the cost-savings claim in the graphic. Further, NAD recommended that the advertiser clearly disclose the source of the results for its color-photo printing test data.
Kodak, in its advertiser’s statement, said it was pleased that NAD found a reasonable basis for the claim at issue.
“Kodak will take NAD’s recommendations regarding clarifying certain communications into consideration in future advertising,” the company said.
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