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Author Topic: Dyson files legal claim against rival Gtech over 'misleading' ad campaigns  (Read 190 times)

Offline MVOlga

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Dyson and Nick Grey are at legal loggerheads after the vacuum cleaner giant complained about Grey's advertising campaigns.

Sir James Dyson has filed a claim in the High Court against Nick Grey, the owner of Worcestershire- based Gtech, over claims his advertising targeted Dyson's products in a way that was “untrue and misleading”.

The Sunday Times reported that Dyson was seeking profits and damages from Gtech over the adverts. In one, Gtech claimed its new Gtech Pro cordless vacuum cleaner cleaned “15 times longer” than Dyson’s V8, which it said would “envelop you in a dust cloud every time you empty them”.

The pair have a history of rivalry over their respective campaigns. In 2015, Gtech complained to the UK advertising watchdog that Dyson's advertising campaign, in which it compared its DC59 Animal cordless vacuum cleaner with the Gtech AirRam, as "overblown".

Dyson claimed its product outperformed its rival with over “10 times the suction”.

The Advertising Standards Authority upheld the complaint, ruling that the tests between the two cleaners were either not comparable and could not be used to claim Dyson's was superior.

Last year, Dyson turned over £3.5bn, up 40 per cent from the previous year's £2.5bn. Profits were also up to £801m.

Dyson declined to comment. Gtech was contacted for comment.

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Offline MVOlga

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Sir James Dyson in dust-up with ‘country bumpkin’ rival Nick Grey


Nick Grey denies claims by Dyson that Gtech’s advertising campaigns were misleading
ADRIAN SHERRATT


Two of Britain’s biggest vacuum cleaner makers are embroiled in a legal spat over rival advertising campaigns.

Dyson, run by the billionaire inventor Sir James Dyson, has filed a High Court claim complaining about a series of advertisements by Gtech, founded by Nick Grey, a self-described “country bumpkin”.

Gtech boasted that its new Gtech Pro cordless vacuum cleaner cleaned “15 times longer” than Dyson’s V8. Dyson also complained that Gtech made comparisons between the Pro, where dirt is collected in a bag, and the bagless V8. One of the ads said that bagless vacuum cleaners would “envelop you in a dust cloud every time you empty them”.

Wiltshire-based Dyson said that Gtech’s claims were “untrue and misleading”. It is seeking damages, or profits arising from the ads.

Gtech defended the ads. It said its testing was “fair”, “produced an objective measure” and was “not misleading”. Gtech denied that its claim about bagless vacuums discredited or denigrated Dyson’s brand.

Grey’s company also launched a counterclaim for damages of its own against Dyson for promoting the V8 by saying that it had “more than 10 times the suction power” of Gtech’s AirRam cleaner. The Worcestershire-based company said that this boast was “misleading”. Dyson denied Gtech’s claims.

Dyson, established in 1991, had sales of £3.5bn last year. Grey, who founded Gtech in 2001 and oversaw sales of £120m last year, has described his wealthier rival as an “inspiration”. Yet the two have clashed before.

Dyson has complained to the Advertising Standards Authority over some of Gtech’s campaigns, while Grey told The Sunday Times last year that he believed lobbying of stores by Dyson was partly to blame for poor sales of its AirRam after it launched in 2012.

Dyson said it would not comment on active cases. Gtech could not be reached.

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