ASA Gives Dyson’s “Cordless” Fan Ad a Hot Air Review
In a recent decision, the UK’s Advertising Standards Authority (ASA) judged the television spot for the Dyson PureHot + Cool FA to be a bit misleading—plainly “a load of hot air.” The fan’s advertised cordless nature was called into question because the power cord, barely visible until the very end of the commercial, could easily blend in with the background.
The Cord’s Camouflage Skills
- It was thin, grey, and almost unnoticeable against a light backdrop.
- Its colour and thickness matched the edge of the carpet shown opposite it on the screen.
- ASA concluded that viewers might see it as mere scenery and miss that the fan actually needs a plug.
Dyson’s Take on the “Cordless” Claim
Dyson argued that a truly cordless fan would have been a headline‑grabber, throwing a wrench into the whole campaign. The company noted:
- No practical benefit in having a cordless fan for covering wide areas.
- Unlike a vacuum cleaner, there was no need to move the device.
- “There’s also no reason for a cordless TV,” they added, citing that TVs normally run with cables.
ASA’s Bottom Line
After weighing the evidence, the ASA felt the ad could mislead consumers into thinking the fan was truly cordless. The conclusion: the advert’s claims were a bit as thin as the power cord itself.
