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Imperial Bathrooms Announces New Board Appointments

British bathroom manufacturer, Imperial Bathrooms, has further strengthened its management team following the internal appointment of three Board Directors - Robin Wright, James Stevenson and David Leary. As well as harnessing their considerable industry and management experience, the appointments underline the accelerated growth that the company continues to enjoy.

Managing Director at Imperial Bathrooms, Antonio Garrido, believes that the new Directors bring a high level of experience and personal enthusiasm to their roles and will be an invaluable asset to the company’s future growth.

'The appointments are illustrative of the company’s ongoing commitment to provide exceptional standards of service for its global customer base and are equally reflective of its ambitious expansion strategies.'

'At a time when many other bathroom manufacturers are reducing their workforce, the performance that Imperial Bathrooms has enjoyed over the last two years has actually resulted in the creation of new jobs within both its warehouse and ceramic divisions. Plus, the rigorous product design and marketing initiatives that we have in place will hopefully serve to continue this trend, ' he added.

Imperial Bathrooms has further strengthened its management team following the internal appointment of three Board Directors. Pictured from left to right: David Leary, Financial Director, James Stevenson, Commercial Director and Robin Wright, Operations Director.

Robin Wright - now Operations Director - has been with the company for almost 20 years and was in fact the first employee at Imperial Bathrooms.

Having assumed various management roles over the years in Sales, Distribution, Operations, Quality Control and Technical Training, Robin was instrumental in establishing the stringent quality standards for which Imperial Bathrooms is today renowned.

Commercial Director, James Stevenson, has been with Imperial Bathrooms for twelve years and is a Chartered Engineer. As well as managing the company’s internal and external supply chain, James is responsible for production planning and technical support. He was previously Commercial Manager.

Former Company Secretary at Imperial Bathrooms, David Leary now assumes the position of Financial Director. Previously Financial Controller for 15 years at Houghton plc and its subsidiary companies in the oil and lubrication Industry, David brings a wealth of experience to his new role.

Founded almost 20 years ago, Imperial Bathrooms says that it has an enviable reputation both in the UK and overseas for the quality, function and form of its range of handcrafted bathroom products. Covering the spectrum of both traditional and contemporary design styles, all Imperial products combine the very best in British manufacturing with timeless and elegant designs.

For further information on Imperial Bathrooms and its product range visit http://www.imperial-bathrooms.com or contact the customer services team on 0870 60 61 62 3 for a copy of the 2006 Design Guide. Imperial Bathrooms – A Modern Classic.

Dunkerley Secures Supply Chain Success at New Bristan Group HQ

The recent appointment of Guy Dunkerley as the new Bristan Group Supply Chain Director has done much to aid the smooth move to the Group's new, purpose-built site in Birch Coppice, Tamworth.

Ensuring the security of supply of the most innovative and best value product through world class sourcing, was Dunkerley's top priority when he joined the Group recently.

Utilising past experience in the supply chain field, where he has previously worked for blue chip companies - such as Pitney Bowes and IMI Norgren - on Supply Chain best practice, Dunkerley has played a major role in ensuring the Bristan Group continues to go from strength-to-strength following its move.

Dunkerley holds a Bachelor of Arts from McGill University in Montreal, Canada, and a Master of Science in Supply Chain Management from Cranfield University in the United Kingdom.

Now that the Group is firmly ensconced in its impressive new headquarters, Dunkerley will be responsible for further enhancing the company's Supply Chain practices, including finding innovative products from the best producers.

For more information/stockists call Bristan on 0870 4425555.

Web: http://www.bristan.com

BMA Welcomes new Marketing Manager

This month sees the arrival of Karen Myles as the new Marketing Manager at the Bathroom Manufacturers Association (BMA). The appointment will greatly enhance the work of the Secretariat team, providing an added boost to ongoing initiatives and facilitating the implementation of the BMA's future marketing strategy.

Karen's career spans marketing and editing in the commercial fishing and aquaculture industry and more recently recruitment in the KBB sector, which is when Karen's passion for the bathroom sector was ignited.

‘When I first heard about the BMA opportunity I was very excited. I realised the potential of the BMA and was attracted by the varied and interesting work of the Secretariat team and I wanted to be a part of it,’ says Karen.

Karen gleaned an insight into the activity of the BMA at the 'Precious Water - Water Pressures' conference hosted in Chepstow in October. ‘I was very happy to attend the conference,’ she comments. ‘It was the ideal opportunity to begin to meet people and gain a flavour of what the BMA's really about. I thought the conference was superb, from the seamless organisation, the venue, the speakers and the entertainment. It will be a tough act to follow!’

The BMA has grown in strength and size since its inception in 2001 and is underpinned by a dedicated and increasing membership. The BMA now represents more than 80 per cent of bathroom manufacturers trading in the UK market that is estimated to be worth £1.5 billion per annum at factory gate.

The marketing function is a fundamental and strategic activity that keeps the BMA at the forefront of industry issues and is instrumental in ensuring that the BMA is recognised as 'The Voice of the Industry'.

Commenting on the role Karen says: ‘I've received a really warm welcome from the Secretariat team and I'm very much looking forward to getting my teeth into the BMA projects and working alongside some truly skilful, dedicated and passionate people. I don't underestimate the size and scope of the role and am very appreciative of all the help and support of the team.’

For further information please email yvonne.orgill@bathroom-association.org.uk or karen.myles@bathroom-association.org.uk or telephone 01782 747123

Web: http://www.bathroom-association.org

Mark Wilkinson takes PR Function In-House

The latest advance in the branding and development of Mark Wilkinson, sees the company bringing its PR activities in house.

Based in Wiltshire and with showrooms throughout the country and abroad, Mark Wilkinson, the originator of the English Style of fitted kitchen furniture, has engaged Richard Moss to work with its PR and marketing team to ensure that the company's communications are fully integrated, worldwide.

All information on the Mark Wilkinson brand will be available from Richard Moss at the Mark Wilkinson HQ including photography from the electronic library containing over 10,000 picture files.

Company consultant John Harris says, ‘Mark Wilkinson has a reputation that is becoming global and needs a PR function that provides fast inspirational answers to communication demands covering the consumer market, architects, interior designers and property developers.

‘Everyone recognises the efforts of the departing PR Agency, Maralyn Roberts Communications in the development of the UK market but Mark Wilkinson is expanding on an international front and there is a requirement to gear up accordingly.’

For more information on the company visit: http://www.mwf.com

Are UK Companies Sourcing Furniture Overseas Aware of their Responsibilities?

The enormous increase in imported furniture coming onto the UK market either directly sourced by retailers or through importer/wholesalers has brought with it a whole new challenge for the market. Awareness of quality and product safety issues is essential if companies sourcing furniture overseas for supply in the UK are not to contravene consumer legislation. Product safety is controlled either through specific National Safety Legislation or through the revised General Product Safety Regulations 2005.

What companies which are new to importing furniture may not realise is that it is they, the company sourcing the furniture from overseas, not the manufacturer who is solely responsible for ensuring product safety. It is a criminal offence to supply unsafe products to the public and an offence can be deemed to have been committed even if nobody has been injured.

Three examples of legislation for furniture in the UK control fire safety, bunk beds and glass in furniture. The FIRA testing laboratories in Stevenage are constantly evaluating products manufactured both in the UK and overseas and they offer methods to assess safety even where no national or European standard applies. It is important to remember that initial testing when the product is introduced does not necessarily guarantee on-going compliance. Test data applies to the item evaluated and not to the actual item supplied. Re-testing on a regular basis is recommended. There is no absolute standard which details the frequency of testing required it can depend on product volume and sample testing from every container load may be appropriate - FIRA can offer help with establishing a suitable test programme.

If legal action is brought, the primary defence is to demonstrate 'due diligence' - that is to show all reasonable steps were taken to ensure the risk of failure was minimised. Evidence of appropriate testing is important when presenting a 'due diligence' defence. Due diligence is not an absolute defence but demonstrates that the person responsible took all reasonable steps to avoid committing the offence and would be looked on favourably by a court.

FIRA provides expert assistance on fire safety, product safety, technical specifications, awareness training, documentation and traceability as well as problem solving where performance upgrades are required. Companies who would like to find out more should contact FIRA's customer service team on 01438 777700 or email info@fira.co.uk.

Size Matters. The Smaller The Better

Nano technology is no longer for Tomorrow’s World- it is now revolutionising the Kitchen and Bathroom industry, says Neil McClelland, Project manager of Nanopool GmbH.

For many years the talk about nano technology has been a highly esoteric, theoretical debate. However, this has all changed as we can now purchase off- the shelf nano products; which do exactly what they say on the tin.

These are surface protection products and they will revolutionise the way we clean and protect our environment. These treatments have been created in order to satisfy the demand for self cleaning and easy clean surfaces which possess background bacterio-static effects. It may sound as though it is too good to be true but extensive independent testing confirms the exceptional characteristics of the products.

Nano technology allows the engineering of nano scale particles and coatings. These can be used in a vast number of applications, from computing, to auto paints, to the creation of drugs such as Herceptin.

Central to one of the most effective forms of nano technology is the Sol Gel process. (This is the process which is used by Nanopool ) This process, which was established more than 50 years ago, has recently been refined by German research engineers, with the result that they can now consistently manufacture SiO2 ( liquid glass).

This glass, which is particle free, can be applied to any surface thus creating a nano layer of super-phobic protection which rejects soiling of any form. Not only does this invisible super durable, flexible yet breathable nano coating protect against soiling, abrasion, acids, alkalis, UV rays, solvents and massive temperature fluctuations but it can be laced with anti-bacterial components which remain active for the life of the coating-up to 10 years.

So why are these products of specific interest to the kitchen and bathroom industry?

As mentioned, these coatings can be applied to almost any surface including skin, with the implication that all surfaces within a facility can be ‘nanoed’ with great ease and at very low cost.

Wash basins, mirrors, toilets, door handles, taps, shower curtains, baths, work surfaces, cookers, hobs etc. can be treated with a simple wipe or spray in a matter of seconds creating washroom areas which will be bacteria free for at least 6 months. Once treated with this food safe coating, surfaces can be cleaned very easily as the soiling agents will not have adhered to the surface.

Within Hospitals and healthcare environments this is particularly useful. Everything from stethoscopes to mobile phones and light switches can be nanoed in seconds, and for just a few pence, as one litre of Nanopool treatment will cover 300m2 of glass or plastic. Previously, moulded anti bac sinks units cost hundreds of pounds and door handles cost £20-£30.

Additionally, the environmental benefits are of enormous significance as in most instances the treated surfaces can be cleaned without the use of detergents or other cleaning products. A simple swish of water or a rub of an NP micro-fibre cloth will suffice. There is also Stone Treatment which creates a stain proof and anti bacterial covering for tiled or stone surfaces and Oven Treatment which is effective up to 450 C. All of the Nanopool treatments can be applied with great ease at the production or post production stage.
Significantly the products are environmentally benign. Soon we will be nanoing every surface in the home.

Nano no-nos

As can be imagined, the interest in these products is enormous – but first a word of caution. As with all new technologies there are many charlatans who are all too keen to capitalise on the ‘Nano’ concept. Sadly, some organisations within the UK are already marketing products which are presented as being true nano products when quite clearly they are not. How do they manage this? Quite simply really. Water, (H2O) could be described as a nano product.

To avoid being part of ‘the great nano rip off’ ask your supplier for proof that the products are nano engineered.

Having recognised this caveat we should be keen to embrace this new technology as the benefits are enormous. Not only have sales contracts for nano products in Germany already reached the 10 million € mark, but nano products are now on sale in German supermarkets.

‘It seems 2006 is the year of the nano revolution. In the next few months a leading manufacturer of ceramics will be nanoing almost all of its products at the production stage. One of the world’s leading auto manufacturers will soon be nanoing all of its car seats at the production stage. And by the time you have read this editorial you will probably have thought of a further application.’

For further information please contact Neil McClelland neilfce@yahoo.com
Tel: 07752 976836

Web: http://www.nanopool.eu

Rangemaster Magic Provides Warm Bonus for Heating Engineers

According to Calor, heating engineers working in non-mains gas areas can give their profits a healthy boost by cross-selling the wide range of gas cookers and fires that are available to LPG customers.

LPG offers compatibility with a large selection of appliances including the full range of iconic Rangemaster cookers. The first choice for any ambitious chef, the Rangemaster cooker is synonymous with the style and heritage of rural living and features in thousands of homes worldwide. When fuelled by LPG or natural gas, Rangemaster cookers provide a real flame for controllable hob cooking, in addition to a number of ovens created to achieve baking and roasting perfection.

Darren Scott at Rangemaster comments: 'Rangemaster has forged an unrivalled reputation for innovation, quality and expertise with a wide selection of products available in a traditional or contemporary design. For rural homeowners that have to rely on non-mains gas-supply, it's great that our products are fully compatible with Calor LPG, as they won't have to miss out.'

Andrea Price, consumer marketing manager at Calor, comments: 'Integration with Rangemaster cookers is yet another reason for rural homeowners to turn to LPG. LPG offers heating engineers the chance to cross sell and service a number of compatible appliances, including Rangemaster cookers, helping improve profitability and build customer relationships.

'Offering the convenience of underground storage, automatic fuel top-ups, a wide range of high efficiency boilers and a favourable Standard Assessment Procedure (SAP) rating, Calor LPG is fast becoming the fuel of choice for rural homeowners in the UK.'

For more information please call Calor on 0800 626 626 or visit http://www.calor.co.uk.

Kitchen Fitters Segmented for Definite Leads

Kitchen Fitters can now define their marketing through the newly launched lead generator, Quotatis. This pay-as-you-go system with no contract or join up fee has segmented its kitchen fitting category to create more targeted qualified leads for each service of this trade.

Kitchen Fitters can now receive qualified leads from consumers who request a specific service. Quotatis has introduced segmented categories that include: design, supply, installation and refurbishment to ensure leads are more defined. This means qualified leads are communicated instantly to the right profession in the right area once the request has been registered online.

Quotatis' transparent tried and tested system will text, email or fax the requested amount of qualified leads in the preferred regional area. Quotatis is committed to contacting only five businesses that match the request, allowing the interested party looking to compare quotes.

The pay-as-you-go scheme offers Kitchen Fitters total control of their business growth without having to commit to a contract. A stringent vetting procedure has also been put in place to ensure tradesmen using the Quotatis service are of the highest standard and comply with any regulations within their trade.

Quotatis estimates that a total of 1000 leads will be generated each day through internet optimisation and affiliate programmes. Leads will cost £12 per domestic lead, £15 per B2B lead and are collected by direct debit monthly.

For more information visit http://www.quotatis.co.uk or call 0870 922 0321

Mercedes Vans Join Roman Empire

Roman, the UK shower manufacturer, has enlisted three new recruits to its fleet of vehicles.

The County Durham-based firm runs a fleet of 41 vehicles, with 38 of them being Mercedes Sprinter vans. Most recently added to Roman’s line-up was Mercedes’ first examples of the company's latest model- the new generation Sprinters.

The company has purchased three new generation Sprinters from Bell Truck Sales, Billingham and has been using Mercedes-Benz vehicles for almost a decade now.

Roman Logistics Director Mike Spink, foreground, with Daventry Depot Manager Paul Gillard and two of their new Mercedes Sprinters

The vans are used by teams who install and service showers nationwide, as well as for deliveries to customers. They are split between two sites, the company head office at Newton Aycliffe and a depot at Daventry, Northamptonshire.

Roman’s Logistics Director, Mike Spink, comments; 'Roman is very proud of our transport fleet, as well as vans we also have trucks with trailers as big as 46ft.Having our own fleet of vehicles ensures we get our products out to customers in a short lead time and in perfect condition. The vans are also excellent for our team of technical sales representatives, who need to be able to get several products to showrooms at once when installing displays.'

Tel: 0845 0522 445
Email: brochures@roman-showers.com
Web: http://www.roman-showers.com

'Mates rates' Cost First-Time Buyers Dear - TrustMark Survey

A generation of first-time buyers is in danger of risking quality and safety by cutting corners when it comes to home improvement. Research published on 26th October shows 218,000 (58%) of new UK homeowners admit to calling in friends and family to do work such as electrical, roofing or plumbing jobs on their home rather than calling trained professionals. This puts homeowners at risk of botched jobs, wasted cash and even injury – not to mention ruined friendships.

This is according to a report published by TrustMark, the Government-backed scheme to help protect householders from cowboy builders and rogue traders. The findings show that as a nation, many of us are guilty of looking for ‘mates rates’, rather than focusing on getting a quality job done in our home, with 44% of us admitting to calling on acquaintances rather than qualified plumbers, roofers or experienced handymen.

The problem of ‘mates rates’ is even more common among first time homeowners, with half (54%) admitting to cutting corners choosing a mate or family member, because they expect the work to be done cheaply, or even for free. One in ten (14%) even admit to asking their dad to do the work.

However, perhaps having learned the hard way, more experienced homeowners are less likely to cut corners and insist on getting a quality job done, with over half (56%) opting for professional tradespeople to carry out renovation work on their home.

According to Ian Livsey, TrustMark chairman: 'It’s all very well asking family members to help you out with home improvement projects, but it’s worth bearing in mind, for example, that it’s unlikely you’ll be lucky enough to have a father who is a qualified electrician – whatever he may tell you! Homeowners need to remember that selecting a reputable tradesperson is the best way to get a quality job at a fair price.'

David Pope from Electrix UK, a TrustMark member firm said: 'Homeowners may feel that by asking friends or family to work on their home they are getting good value for money. In the long run, they need to understand that by not using a qualified and accredited tradesperson they could be risking the quality of work – even the safety of their home.'

The research also reveals that UK women are more likely (57%) than their male counterparts (45%) to call on a close acquaintance to carry out work in or around their home, rather than employing a professional. Females are also more likely to ask a trusted relative (40%) to do the job.

Regionally, homeowners in the South-East of England are the most cash conscious when it comes to home improvement, with three quarters (75%) choosing a friend over a professional because they’ll offer a cheaper price. Londoners (63%) are most likely to opt for a qualified tradesperson, with people in the North-West of England most likely to ask their dad to carry out work on their home.

Householders looking for a reputable tradesman can log on to http://www.trustmark.org.uk. There they can get information on a range of TrustMark approved organisations that currently cover trades as diverse as general builders, electricians, heating engineers, plumbers, glaziers, damp-proof specialists, roofers, landscape gardeners and fence installers. Other trades are being added month by month as TrustMark grows.

Cyklop Helps Formica Develop a more Efficient Pallet Strapping Solution

As packaging becomes an increasingly important component in the production process, more and more companies are seeking to update their methods and machinery in a bid to improve productivity and implement more cost effective ways of working.

One such company is Formica Limited, where the ever-growing popularity and increasing demand for its decorative laminate worktops prompted this manufacturer to look for new ways to speed up packaging at its factory in Newcastle.

It wanted to move away from manual pallet strapping to a fully automated system that would save time, money and manpower. But that was not as easy as it sounds: pallets of Formica® sheets weigh anything from 750-1000kg and are 2m long and 1.2m wide, necessitating a heavy duty conveyor system that could handle the weight; whilst keeping them tightly secured during transit throughout the distribution process would require a strapping system to meet the demanding requirements at Formica.

Formica contacted Cyklop UK, the Cambridgeshire-based manufacturer of strapping, stretch wrapping, binding and taping equipment, and asked the company to design a system that could meet its needs. An additional constraint was the limited space available for packaging at the Formica factory in which the fully automated new system would have to fit.

Cyklop came up with a system that comprised a five-piece conveyor fitted with a strap feed head (Cyklop’s CFH1). Its modular XP 111 MVB system enables a Formica pallet to be loaded by fork lift truck at one end, and this is then conveyed to the required strapping positions where the automatic strapping process is triggered.

Whilst this is taking place other pallets can be loaded onto the conveyor so that up to four are being processed at the same time. At the end of the conveyor the pallet is removed by forklift truck and taken to storage or to the loading bay.

The fully automated CFH1 strapping head manufactured by Cyklop moves into position above the pallet to begin the 6.5 second strapping cycle. Each strap (the process is repeated four times on each load) is guided around the load by the strap track and stretched at an optimised tension. When this has been done the head, which is capable of tensioning up to 5500N, applies a smoke-free welded joint that secures the strap at the applied tension.

Because of the space limitation, Cyklop redesigned the modular system with a split lance to maximise the area available: similar systems feed the lance from one side only but this requires considerably more space to perform the operation.

Formica says that packaging productivity has increased dramatically since it introduced the new Cyklop system. A process that used to involve three to four men who could only manually strap 10 pallets an hour, is now being performed by the new system with one man strapping 20-30 pallets an hour. And it has the capacity to strap 40 pallets an hour if required.

Moreover, by switching from the steel banding used in the manual process to the polyester strapping provided with the Cyklop system, Formica has been able to reduce the cost of its strapping consumables by one third per annum.

Tel: 01480 216777
Web: http://www.cyklop.co.uk

FFC order Homag Edgebander at W6

Office furniture manufacturer FFC ordered a new Homag KAL310 high performance edgebander at the recent W6 exhibition to increase capacity at the company’s factory at Keighley, West Yorkshire.

Started in 1984, FFC has steadily expanded to its current leading position in the market by continually improving its product portfolio and acquiring quality accreditations, including the FIRA Gold Award.

Homag's John Shepherd (left) with FFC's Steve Day in front of the KAL310 edgebander at W6.

Finance Director Steve Day, who took delivery of the edgebander at W6, says that the new machine gives the company added flexibility and the ability to continue to increase the quality of both components and products - a hallmark of FFC products.

FFC has a long standing relationship with Homag UK and area sales manager John Shepherd. The company already operates a number of Homag Group machines and relies on Homag as a top level technical partner for advice, support and back-up.

The new KAL310 edgebander is a state-of-the-art machine with all units controlled from the main control console, remote diagnostics and extremely fast set-up cycles.

Tel: 01332 856500
Email: info@homag-uk.co.uk
Web: http://www.homag-uk.co.uk

Hoffmann Makes the Mitres at Re-Nu

In 1986 Re-Nu pioneered the idea of renovating kitchens by making and fitting completely new doors, drawer fronts and worktops. The company says that it is the most experienced company in this method in the industry and has enabled countless customers throughout the UK to enjoy a modern, stylish kitchen or bedroom without either the expense or upheaval of having old units ripped out and completely rebuilt.

The company operates country-wide on a franchise basis with all orders received centrally at its Dorset-based manufacturing centre which is equipped to react swiftly and flexibly to a growing number of orders across and equally growing number of product designs and options.

The product range has extended past the original replacement door concept to a total service including all matching accessories and now even carcassing where required. Many orders are made-to-measure so production flexibility is essential.

The door styles offered by Re-Nu are 5-piece, vinyl wrapped, PVC-edged MFC doors and solid wood doors. The 5-piece doors are highly popular and are required in an endless variety of sizes, patterns and colours. The centre panels are framed by 4 components joined by mitre joints on the 4 corners.

Re-Nu uses the Hoffmann dovetail key system of jointing to accurately and permanently secure the joints quickly and efficiently. The company has now been using the Hoffmann system for some 15 years and says that, despite investigating other jointing methods, the Hoffmann system continues to deliver the most reliable and quality product.

The beauty of the Hoffmann system is its simplicity and accuracy. Once the components to be joined are mitred they are placed on the Hoffmann keyway router and set accurately against fences before being clamped. The keyway slots are accurately cut to a pre-determined depth and the components then released. The components are then immediately and perfectly joined by tapping in the correct size serrated Hoffmann dovetail key into the slots which pulls the joint securely and accurately together.

The Hoffmann system can be used anywhere and by anyone in the workshop and saves significant time and labour without the need for pinning, stapling and clamping.

Hoffmann jointing is applied world-wide to a huge variety of joints for many different applications. The company produces a wide range of both simple and complex machines for all situations - as can be seen in its extensive brochure or on the Hoffmann website – http://www.hoffmann-uk.com.

Electrolux Ads Attract Complaint from Dyson

A complaint from Dyson objecting to a press ad, a magazine ad and a TV ad for Electrolux plc, Luton, Bedordshire which stated: ‘Forget about the bag. Forget about cleaning filters’ was upheld in two of the three objections according to information published by the Advertising Standards Authority (ASA).

Ad
a. A press ad was headlined ‘Forget about the bag. Forget about cleaning filters’ and featured a picture of the Electrolux Twin Clean vacuum cleaner. Text stated ‘Introducing the new cyclonic Twin Clean - the world's first vacuum cleaner to actually clean its own filters. From Electrolux - the global cyclonic innovator.’

b. A magazine ad was headlined ‘The Electrolux Twin Clean vacuum cleaner’ and featured pictures of the vacuum cleaner and the dust container being emptied. Text stated ‘A genuine innovation in vacuum cleaner technology: the first and only bagless cyclonic cleaner with a filter which cleans itself! ... the first and only bagless vacuum cleaner to clean its own filter! This clever patented innovation means you won't have to wash or brush the filter. The cleaner will do this for you, allowing you to carry on cleaning without any hassle at all! ... all the dust is sucked out of the filter straight into the dust container within seconds. That's it! Now you can carry on vacuuming with the newly cleaned filter.’

c. A TV ad showed a man slotting the filter back into the Twin Clean vacuum cleaner whilst a voiceover stated ‘Wouldn't it be nice if your things cleaned themselves? I do. I'm the cyclonic Twin Clean from Electrolux, the only vacuum cleaner to clean its own filters.’

Issue
Dyson Ltd complained that the ads misleadingly implied:
1. the Twin Clean cleaned its own filters, because they believed it did not clean the filters effectively;
2. the Twin Clean cleaned its own filters without the intervention of the user and
3. the Twin Clean featured new technology, because existing vacuum cleaners included similar technology.

Response
Electrolux said they did not accept Dyson's concerns about the Twin Clean's ability to clean its own filters.

The Broadcast Advertising Clearance Centre (BACC) sent an assurance from Electrolux stating that their Twin Clean vacuum cleaner was unique because it was the only vacuum cleaner currently available that featured pre-motor filters which, when clogged with dust, could be vacuumed clean on-board the cleaner by the product itself. The assurance also stated that the demonstration in the TV ad was genuine. The BACC sent a list of Electrolux's competitors' products, detailing the processes involved in cleaning the filters; the list suggested that intervention was needed in each case to clean the filters. The BACC also submitted diagrams illustrating how the filters cleaned themselves.

1. Electrolux said the Twin Clean featured two filters with only one in use at any time. They said the active filter sat in an ‘active’ chamber into which fine dust not separated from the airflow in the cyclonic chamber was collected while the inactive filter sat in another ‘cleaning’ chamber. They said that during the operation of the Twin Clean, air from the cyclonic chamber entered the active chamber, passed through the active filter and deposited microscopic particles on to the exterior surface of the filter. They said the user was notified when the active filter required cleaning by a light on the Twin Clean; the user was then required to switch the filters between the active and cleaning chambers by lifting them out of the Twin Clean, rotating them 180 degrees and replacing them. They said the user could then start the process of cleaning the active filter, which would be in the cleaning chamber, by turning it 360 degrees; that action caused the airflow in the cleaning chamber to operate in reverse motion. They said air entered the inactive filter from the area of the cable recess and was expelled through the inactive filter; they said that action removed dust particles from the filter membrane. They said the air would then be expelled into the cyclonic chamber, into the newly active filter, the motor and then through the exhaust filter. They said upon completion of that process, the filter was clean and ready for further use. They sent a video clip that demonstrated the process.

Electrolux said they had undertaken standard tests on the Twin Clean to demonstrate the airflow level and level of dust pick-up. They provided additional data which, they believed, demonstrated the link between the increase in airflow level and the ability of the vacuum cleaner to pick up dust. They said, when the filters were new, the air flow was 100%; the airflow reduced to 93% after the initial cleaning cycle and was never lower than 85% after continued filter cleaning cycles. They said during the cleaning process a minute amount of dust removed from the filter in the cleaning chamber was deposited on the active filter as the air was expelled to the exhaust filter but because it was only a minute proportion of the total dust removed, it was of little consequence. They said no vacuum cleaner, bagless or cyclonic, would retain 100% airflow after initial use or cleaning and did not consider a minimum of 85% of initial airflow after cleaning represented a less than effective performance of the filter. They said when the filter was new the product picked up 75% of dust (80% with the Power Brush accessory); when the filter was ready to be cleaned the product picked up 72% (75%). They said that demonstrated the cleaning process of the filter had little detrimental effect on the dust pick-up level of the product.

Electrolux acknowledged that the degree to which airflow increased appeared relatively small. They believed that the main consideration, however, was that users would not experience any significant loss in performance.

The BACC endorsed Electrolux's response on this point.

2. Electrolux believed the term ‘intervention of the user’ implied the user was required to participate actively in the cleaning of the filter. They said the user was not required to touch the filter or to take any action in order to remove the dust collected. They believed consumers would not imply the claim ‘cleans its own filters’ meant anything other than the removal of dirt and dust from the filter. They also believed the action of switching the filters and turning the inactive filter 360 degrees would not be construed by consumers as being involved in cleaning the filter. They said all the advertising for the Twin Clean clearly demonstrated the methods required to clean the filter. They said all bagless vacuum cleaners had filters that required washing and only the frequency of that action altered depending on the product. They said during the operation of the product, microscopic particles were deposited on the exterior of the filter. They said the build-up did not have any effect on the performance of the product but would reduce the length of time between the need to clean the filter; they said washing or rinsing the filter would restore the normal cleaning cycle. They believed a period of from 12 to 15 months between washings was not an unreasonable length of time for that operation.

Electrolux acknowledged that the claim ‘patented innovation means you won't have to wash or brush the filter’ in ad (b) might be seen as contradicting the recommendation that the user washed or rinsed the filter every 12 to 15 months. They proposed to remove that claim from future ads.

The BACC endorsed Electrolux's response on this point.

3. Electrolux said they stood by their claim that the product was unique because it was the only bagless vacuum cleaner on the market to feature pre-motor filters that were vacuumed clean, when clogged with dust, by the product itself. They said the innovation was the subject of an outstanding patent application filed by the Electrolux Group. They said they were aware of other products that used different methods in an attempt to clean the filters; they said, however, none of those products used the same technology nor cleaned the filter to the same level as the Twin Clean's process.

The BACC endorsed Electrolux's response on this point.Assessment

1. Upheld
The ASA took expert advice. We understood that, although Electrolux had used a test dust that was in development and had not yet been incorporated into EN60312, the industry standard, Dyson had used the same dust in making their complaint. We therefore considered its use and the resulting comparisons were fair in this case. We understood that both Electrolux and Dyson had used the same agreed, standardised test method for airflow and suction power. Electrolux had also used a separate test to measure dust pick-up ability from carpets, which they argued was a method of ‘measuring airpower’.

We acknowledged that the information supplied by Electrolux and Dyson demonstrated that there was an element of cleaning of the filter that took place within the cleaner and that, afterwards, airflow and suction power were seen to increase. However, the degree to which airflow and suction power were shown to increase was negligible and users were unlikely to notice a discernible difference in cleaning ability after the filter was cleaned. While it was likely that an increase in airflow/suction power would result in greater dust-removal ability, neither the original nor the additional data supplied by Electrolux showed that dust removal increased after the filter was cleaned.

We considered the message of the claims in all three ads was that the Twin Clean cleaned its filters to such a degree that they would not need further manual cleaning by the user. We noted the method by which the Twin Clean cleaned its filters and that the data Electrolux had supplied showed airflow and suction power increased after the self-cleaning process. We also noted, however, that that increase was unlikely to be apparent to users and that Electrolux's data failed to show an increase in dust removal. We therefore concluded there was insufficient evidence to back up the claims that the Twin Clean cleaned its own filters, and that the claims in all three ads were misleading.

On this point, the TV ad breached CAP (Broadcast) TV Advertising Standards Code Rules 5.1 (Misleading advertising), 5.2.1 (Evidence), 5.2.2 (Implications) and 5.2.3 (Qualifications).

On this point also, the press and magazine ads breached CAP Code clauses 3.1 (Substantiation), 6.1 (Honesty) and 7.1 (Truthfulness).

2. Upheld
We welcomed Electrolux's proposal to remove the claim ‘This clever patented innovation means you won't have to wash or brush the filter’ in ad (b) from future ads.

We took expert advice. We understood that when the user was required to switch the filters and to turn the filter being cleaned through 360 degrees, it was the reverse airflow that effected the cleaning at that stage.

We noted the user had to lift up and switch the filters then turn one 360 degrees to ‘clean’ the filters when it was time to clean the active filter. We also noted, despite the claim in ad (a) to ‘Forget about cleaning filters,’ the claim in ad (b) that ‘This clever patented innovation means you won't have to wash or brush the filter’ and the claim in ad (c) ‘Wouldn't it be nice if your things cleaned themselves - the only vacuum cleaner to clean its own filters’, the instructions for the Twin Clean stated that the filters needed to be washed ‘About once each year’. We considered that while consumers would not consider that lifting and turning the filters constituted cleaning, they would consider washing the filters did. We therefore considered all three ads were misleading for implying that no intervention other than lifting and turning the filters was required in the cleaning process.

We told Electrolux not to repeat the claim ‘Forget about cleaning filters’ in ad (a) and ‘the cleaner with a filter that cleans itself.. This clever innovation means you won't have to wash or brush the filter. The cleaner will do this for you, allowing you to carry on cleaning without any hassle at all! … all the dust is sucked out of the filter straight into the dust container within seconds. That's it! Now you can carry on vacuuming with the newly created filter’ claim in ad (b) unless they had sufficient evidence to back them up.

On this point the TV ad breached CAP (Broadcast) TV Advertising Standards Code Rules 5.1 (Misleading advertising), 5.2.1 (Evidence), 5.2.2 (Implications) and 5.2.3 (Qualifications).

On this point also, the press and magazine ads breached CAP Code clauses 3.1 (Substantiation), 6.1 (Honesty) and 7.1 (Truthfulness).

3. Not Upheld
The ASA took expert advice. We understood that the majority of self-cleaning filter systems relied on some form of vibration and tended to be only moderately effective. We understood that only one other system, which was in use in the USA, used reverse airflow to clean the filter, but that that system also used mechanical action to enhance the operation. Our expert said he was not aware of other cleaners that used the twin filter concept in the way used by the Twin Clean.

We noted Electrolux had an outstanding patent application filed for the Twin Clean. We considered that, while other vacuum cleaners incorporated various methods which attempted to clean the filter, none of them featured the same technology as the Twin Clean. We did not object.

On this point, we investigated the TV ad under CAP (Broadcast) TV Advertising Standards Code Rules 5.1 (Misleading advertising), 5.2.1 (Evidence), 5.2.2 (Implications), 5.2.3 (Qualifications), 5.4.3 (Denigration) and 5.4.6 (Comparative advertising) but did not find it in breach.

On this point also, we investigated the press and magazine ads under CAP Code clauses 3.1 (Substantiation), 6.1 (Honesty), 7.1 (Truthfulness) and 19.1 (Other comparisons) but did not find them in breach.

Action
The TV ad must not be shown again in its current form.

We welcomed Electroluxs proposal to remove the claim ‘This clever patented innovation means you wont have to wash or brush the filter’ in ad (b) from future ads.

We told Electrolux not to repeat the claim ‘Forget about cleaning filters’ in ad (a) and ‘the ... cleaner ... with a filter that cleans itself ... This clever innovation means you wont have to wash or brush the filter. The cleaner will do this for you, allowing you to carry on cleaning without any hassle at all ! ... all the dust is sucked out of the filter straight into the dust container within seconds. Thats it! Now you can carry on vacuuming with the newly created filter’ claim in ad (b) unless they had sufficient evidence to back them up.

Adjudication of the ASA Council (Broadcast)
Adjudication of the ASA Council (Non-broadcast)