When you’re creating an ad for a vacuum cleaner, making accurate claims about the product’s performance is important. Advertisers should also take care when making comparative claims, for instance that a product is the cheapest handheld vacuum or the most powerful upright vacuum cleaner. This Advertising Guidance explains how vacuum cleaner marketers and their agencies can take steps to ensure their ads don’t break UK advertising rules. A “key points for media ad departments” section summarises the main themes and provides a useful guide. The guidance goes on to cover the general rules; legality; substantiation; pick-up performance claims; unqualified performance claims; suction/suction power claims; unqualified power/powerful claims; health benefit claims; and market leadership claims.

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