Fragrance: Dreame Technology Ordered to Modify Hair Drying Claims
The National Advertising Division has recommended that Dreame Technology modify or discontinue its advertising claim that its hair styling tools can dry hair in two minutes.
Dreame Technology, a consumer electronics brand, has been ordered to modify or discontinue its advertising claim that its hair styling tools can dry hair in two minutes. The recommendation was made by the National Advertising Division (NAD) following an investigation into the company's claims.
The challenge was brought by Dyson, a global technology company, against Dreame Technology's Dazzle Hair Styler and Miracle Pro Hair Dryer. The advertising claimed that the products can dry hair "in just two minutes." This claim appeared on Dreame's website and on Amazon, alongside images of models with long hair.
The NAD investigation found that one reasonable takeaway from the advertising is that the two-minute drying claim applies to the long hair depicted in the images, even when the text refers to shoulder-length hair. The NAD noted that visual elements can convey objective messages requiring substantiation.
A statement from the NAD read: "NAD further found that pairing a quantified performance claim with imagery depicting materially different conditions - here, long hair versus shoulder-length hair - can communicate an unsupported message." The NAD also determined that disclosures in the advertising did not remedy the misleading message and that the disclosures did not clearly address drying time for long hair.
The NAD has recommended that Dreame Technology discontinue the challenged claims or modify its advertising to avoid conveying the message that the Dazzle Hair Styler and Miracle Pro Hair Dryer can dry long hair in two minutes. This is based on avoiding "conveying the unsupported message that the products can dry long hair in that time."
| Product | Drying Time Claim | | --- | --- | | Dazzle Hair Styler | 2 minutes | | Miracle Pro Hair Dryer | 2 minutes |
Dreame Technology has been contacted for a statement, but it has not yet responded.
## Advertising Claims and Substantiation
The NAD's recommendation highlights the importance of substantiating advertising claims. In this case, the NAD found that the visual elements in the advertising conveyed an unsupported message that the two-minute drying claim applied to long hair. This emphasizes the need for advertisers to clearly and accurately represent their products in their advertising.
## The Role of Visual Elements in Advertising
The NAD's investigation also highlights the role of visual elements in advertising. The NAD noted that visual elements can convey objective messages requiring substantiation. This emphasizes the importance of considering the visual elements in an advertisement when evaluating its accuracy and fairness.
## Conclusion
The NAD's recommendation that Dreame Technology modify or discontinue its advertising claim highlights the importance of substantiating advertising claims. Advertisers must ensure that their claims are accurate and supported by evidence, and that their visual elements do not convey unsupported messages.
