Kyocera cries foul over HP printer ad

Complaint sent to the ASA.

Printer manufacturer Kyocera has lodged an official complaint with the Advertising Standards Authority over a recent HP colour laser printer promotion.

Adverts for the HP Colour LaserJet CP3505 claim that the only consumables that need replacing are the toner cartridges. Most other laser printers also need to have the printing drum replaced.

Kyocera has insisted that the claim is "disingenuous" as the printer's drum is built into the cartridge and is therefore factored into the cost.

"HP's marketing approach is typical of the 'smoke and mirrors' tactics that have been employed by our competitors for many years," said Ian Joslin, general manager at Kyocera UK.

"It obscures the short-life, high-waste nature of HP's technology and the consequent costs that will be passed on to users.

"The fact is that the HP Colour LaserJet CP3505 is a throwaway product, designed to be disposed of at the end of its short life. To dress this up in claims of economy is disingenuous and amounts to false advertising."

The adverts also claim that the cost per page of HP's printer is 60 per cent less than that of Kyocera's own products.

Peter Maude, director of analyst company CharisCo, said: "I believe HP is guilty of an error of judgment with the misleading wording of its recent advertising.

"A Colour LaserJet CP3505 user needs to replace only print cartridges under normal low-volume usage. But there is no question of the device not having print drums. They are integrated, as is the cost.

"The electrostatic paper transport belt is also user-removable, demonstrating that it can be replaced at extra cost as and when necessary."

HP refused to comment on the complaint, citing the ongoing investigation.

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