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Dyson rapped over vacuum cleaner advert

Watchdog says commercial broke industry rules


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A Dyson commercial was criticised today for claiming its vacuum cleaners do not rely on filters and therefore do not get clogged or lose suction.

The advert prompted complaints from rival firm Hoover and 35 members of the public who said it implied Dyson cleaners did not have filters.

After an investigation, the Advertising Standards Authority found the commercial in breach of industry rules.

The commercial included a voice-over which said: ‘The filter in most vacuums clogs with dust, so there is a drop in suction, but a Dyson doesn’t rely on a filter so there’s nothing to clog’.

Commercial complaints

On-screen text added: ‘Others clog..ours doesn’t. Dyson – no clogging, no loss of suction’.

The ASA said viewers were likely to infer from the advert that Dyson cleaners did not have filters.

In fact, the cleaners have pre-motor filters which should be regularly cleaned to ensure they do not get clogged and to avoid basic loss of suction.

This made the commercial’s claim that ‘ … a Dyson doesn’t rely on a filter so there’s nothing to clog’, without qualification, likely to mislead viewers, the ASA ruled.

Filter dispute

The commercial’s ‘No clogging. No loss of suction’ claim was also misleading because the pre-motor filters need periodic cleaning to stop clogging and maintain suction power, the watchdog said.

Dyson must not broadcast the commercial again in its current form, the ASA ruled.

Responding to the investigation, Dyson said its machines each contained both a pre-motor and a post-motor filter.

Neither of the filters removes dust and dirt from the collected air. That is achieved by the two cyclones in Dyson machines. For this reason the machines do not ‘rely on a filter’, the firm said.


Inventor Sir James Dyson said the firm planned to appeal against the ASA’s decision.

‘We believe in our no loss of suction technology and we’re proud of it. That’s why our advert explains why Dyson is better and different from other bagless vacuum cleaners,’ he said.

Dyson recommends that owners rinse their machines’ pre-motor filters every six months.

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