Miele slammed by ASA over Dyson claim…

Miele has been slammed by the Advertising Standards Authority over an ad comparing the performance of its vacuum cleaners with a Dyson model


Miele has been slammed by the Advertising Standards Authority (ASA) over a magazine ad comparing the performance of one of its vacuum cleaners with a Dyson bagless cleaner.

The ad for Miele’s vacuum cleaners featured the headline: "Bags Better. Miele Vacuums – setting the record straight". A graph under the headline showed the cleaning performance of a Miele vacuum cleaner compared with the "leading bagless brand", and the ad went on to make claims about the ability of competing vacuums to pick up dust.

Dyson complained that the comparison was misleading because Miele used the wrong Dyson model, the DC11, instead of the DC08. Dyson provided independent research that showed that the DC08 actually outperformed both the Miele machine and the DC11 in the conditions highlighted in the ad.

The ASA agreed with Dyson, and ruled against Miele on six separate issues. It has told Miele not to repeat the claims in future ads.

Meanwhile, the Danish High Court last week ruled in favour of Dyson in a battle against rival Electrolux. Electrolux has been banned from claiming "constantly high suction" or referring to "self-cleaning filters" in ads for its Twin Clean vacuum cleaner.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here