Ad description

A website and a TV ad for the Black & Decker Steam Mop:

a. The website stated "Deep, hygienic cleaning for your home. Steam cleaning is amongst the safest, most natural ways to sanitise your home". Further text stated, "The Steam Mop uses ordinary tap water to wipe out 99.9% of germs and bacteria*. No cleaning products are needed, just fill up the tank, plug it in and go. Dirt, scuffs and grime are steamed away, leaving no harsh fumes or detergent residue behind. Floor surfaces are left feeling touch-dry, deep cleansed and free from impurities".

Under the heading "Germs and bacteria" text stated "Household germs and bacteria lurk anywhere - spreading between people, to surfaces and back again. Contaminated surfaces, especially floors, are home to any number of strains. From Salmonella and Listeria to MRSA and E-Coli".

Under the heading "Start steam cleaning - the deepest clean!" text stated, "The Steam Mop uses ordinary tap water - less than a traditional mop and bucket - to get floors deep down clean, really fast. Ready to use in less than 15 seconds, simply fill the large water tank, plug in and go. Super heated steam kills 99.9% of harmful germs and loosens dirt and grease in seconds".

Under the heading "Safer for the family" text stated, "Steam kills bacteria and germs virtually on contact - making your home hygienically clean and safe for the whole family to enjoy".

Small print at the foot of the page stated, "* The Black & Decker ® steam mop will kill 99.9% of common household germs and bacteria, such as Salmonella and E. Coli, provided the floor surface is visually clean and the steam mop is used as directed in the instruction manual".

b. The TV ad showed children playing on a hard floor and a voice-over stated, "Discover hidden genius on the floor, not hidden bacteria. The all-new Black & Decker Steam Mop with unique auto-select technology, and safe on all sealed hard floors including hardwood". On-screen text stated, "Kills 99.9% of household bacteria provided mop is used as instructed". The voice-over continued, "Natural steam cleaning kills 99.9% of bacteria without any chemicals. The Black & Decker Steam Mop. Your floor is clean. Really clean."

Issue

Dyson Ltd (Dyson) challenged whether the claims, in both ads, that the Steam Mop killed 99.9% of bacteria and germs and sanitises floors, were misleading and could be substantiated.

Response

Stanley Black & Decker UK Ltd (B&D) submitted a dossier of evidence in support of the claim, including laboratory testing of the product and comparative testing of five competitor devices. They pointed out the opinion of the Chartered Biologist and Microbiologist from the report, which was that the tests supported the commercial claims B&D intended to make for the product. B&D considered the testing they had commissioned to be comprehensive and the claim that the product kills 99.9% of bacteria and germs and sanitises floors was fully substantiated.

Clearcast sent B&D's evidence to their consultant whose conclusion was that the submitted evidence showed that when used on floors inoculated with various bacteria the product achieved at least 99.9% reduction in bacterial numbers.

Assessment

Not upheld

The ASA noted the summary of the findings of laboratory testing submitted by B&D. The report was written by a Chartered Biologist and Microbiologist, who worked with B&D to develop the product for domestic use. It explained the sanitising mechanism of the product was in delivering steam doses to floor surfaces, which solubilised debris and allowed its removal via the microfibre attachment (the mop head). The continuous steam doses produced lethal effects on microorganisms that had adhered to the mop head.

The report measured the antimicrobial action of the device on the sanitisation of vinyl floor surfaces contaminated with a range of bacterial cultures. It also measured the antimicrobial efficiency of the mop head attachment and the potential for recovery or growth of microorganisms in or on the mop head during storage after cleaning. According to the report no viable challenge organisms, within the limits of sensitivity of the microbial recovery techniques used in the trial, were recovered from vinyl floor surfaces after steam treatment. This accorded with the minimum sanitisation target of a greater than 99.9% kill rate for the microorganisms tested. The same result was recorded for the mop heads after use and after storage at ambient temperature. The report therefore concluded that the product was capable of killing 99.9% of bacteria.

We considered that B&D's evidence was robust and therefore concluded that the claims the product was capable of killing 99.9% of bacteria and germs and sanitising floors had been substantiated.

We investigated ad (a) under CAP Code (Edition 12) rules  3.1 3.1 Advertisements must not materially mislead or be likely to do so.  (Misleading advertising),  3.7 3.7 Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.  (Substantiation) and  3.1 3.1 Advertisements must not materially mislead or be likely to do so.   (Exaggeration) but did not find it in breach.

We investigated ad (b) under breached BCAP Code rules  3.1 3.1 Advertisements must not materially mislead or be likely to do so.  (Misleading advertising),  3.9 3.9 Broadcasters must hold documentary evidence to prove claims that the audience is likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.  (Substantiation) and  3.12 3.12 Advertisements must not mislead by exaggerating the capability or performance of a product or service.  (Exaggeration) but did not find it in breach.

Action

No further action necessary.

BCAP Code

3.1     3.12     3.38     3.9    

CAP Code (Edition 12)

3.1     3.11     3.38     3.7    


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