Communicate Your Success

Jonathan Richardson January 31st, 2007

With the flexibility, freedom and viral nature of blogs and video sharing sites, advertisers and communicators now have even more ways to propagate their message and start a conversation. These new tools however, must still be used under many of the guidelines that govern traditional media.

In a recent example, vacuum cleaner manufacturer Dyson, Inc. was challenged by a competitor through the National Advertising Division (NAD) of the Council of Better Business Bureaus to prove claims made about the company’s product in a video posted to YouTube. The video, titled “Dyson Ball Video – Dyson has balls,” suggested that Dyson’s vacuum provided more suction and did not clog like competing models manufactured by Hoover, Euro-Pro and Kenmore.

In its petition to NAD, Dyson competitor Euro-Pro stated the comparison between vacuums of different size under less-than-usual circumstances was misleading and not a true head-to-head test.

After reviewing both positions, NAD issued a decision saying it considered the video a comparative product demonstration and “was therefore advertising and subject to the legal requirement that it be truthful and accurate.”

So what does this mean for those using social media tools to promote their product? In a word . . . nothing. Though the tools may change, truthful and honest communication is just as important now as it ever was. Just because there’s a new way to do things doesn’t give us the freedom to abandon our responsibility to accurately portray our product, service or goal.

Dyson has since taken down the video it posted to YouTube, but you can request a copy of the NAD’s report by visiting their Web site at nadreview.org.

Disclaimer: NAD is a division of the Council of Better Business Bureaus, which licenses my employer, The Better Business Bureau of Northwest Florida, Inc. That said, I am not involved with any cases or disputes brought before the NAD.

• Social Media , Advertising
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Jonathan Richardson January 25th, 2007

I know it’s advertising, but I like this spot. Rather than taking the standard route and shooting Woods behind the wheel endorsing the automobile, the commercial keeps your attention by doing something different. Watching people who most likely drive nicer cars than a Buick win an SUV isn’t captivating, but seeing the surprised looks and imagining yourself in that position makes it interesting to watch. Plus, it helps to remind us how important it is not to choose the wrong spokesperson to hock your wares.

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