The contested claims include the page yield included on several HP colour ink cartridges, as well as the representation of claims that it offers 65 percent more ink than competitors.
The National Advertising Division (NAD) of the Council for Better Business Bureaus initially investigated the claims after rival OEM Kodak challenged them.
The situation is something of a role-reversal as Kodak itself recently had an ad campaign centred on cost saving banned, after HP complained to the Advertising Standards Agency. Both OEMs took out major advertising campaigns during the recession to promote the value for money of their cartridges, and have since seen their claims disputed.
The disputed HP claims include the page yields for the HP 564, HP 920, HP 901 and HP 60 CMY ink cartridges, and HP 901 and HP 60 black cartridges.
NAD reviewed the evidence and decided that HP had not provided “sufficiently reliable” basis for the page yield claims. It suggested that the OEM discontinue the claims, as well as switching to report the minimum or range yield of all tested printers.
It also suggested the company discontinue claims that “ The #1 Ink Brand is the #1 Value”, which it believed was aimed specifically at third party competitors.
It also determined that a short TV ad using cartoon peacock graphics to display HP’s ink yield against “bargain inks” was misleading, though did not question the validity of HP’s claim to provide 65 percent more ink.
However, HP rejected NAD’s conclusions, having apparently taken issue with several of the findings. As a result, NAD has passed its findings on to the FTC for further review.