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ARTICLE · 24 JULY 2018

Dyson Appeals NAD Air Purity Rebuke

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Dyson, the knight-led, cool-contoured, tech-focused home appliance maker, has been the subject of a lot of coverage this year for its big trial win over rival SharkNinja.

United StatesMedia, Telecoms, IT, Entertainment
Alan Friel
Alan Friel
Holly Melton
Holly Melton
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Competitor Guardian Tech tackled explicit and implicit claims

Jousting

Dyson, the knight-led, cool-contoured, tech-focused home appliance maker, has been the subject of a lot of coverage this year for its big trial win over rival SharkNinja.

But another company is taking a tilt at the windmill. This time, it's Guardian Technologies in the air purifier marketplace. Both companies produce compact tabletop air purifier models; Guardian took exception to a series of Dyson's express and implied claims about its Pure Hot + Cool Link and Pure Cool Link air purifiers.

Shooting from Cover

The challenged express claims included assertions that the Dyson purifiers included HEPA air filters, projected purified air, and removed 99.97 percent of pollutants and allergens as small as .3 microns. The ads also claimed that the products sported "intelligent purification" that "automatically monitors, reacts and purifies."

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