Office equipment manufacturer HP has withdrawn an advertisement focusing on a range of printers, it has emerged.
The move comes after the Advertising Standards Authority (ASA) investigated claims which the firm made about its HP Colour LaserJet CP3505 range of office machines, the Recycler reports.
Rival office equipment company Kyocera fronted the campaign against the advertisements, which stated that customers who purchased the printers would only have to replace toner once in its lifespan and would not have to use "drum, maintenance, fuser cleaning or transfer kits".
Kyocera’s challenge was based around the fact that HPprinter cartridges have to be replaced when the toner runs out and contain drums. Therefore, the drums would also be replaced on a regular basis.
A statement from the ASA revealed that HP had volunteered to amend the ads "and will not make similar claims about individual elements of the printer cartridges in future ads".
In response, Ian Joslin, Kyocera’s general manager, said that the company was "delighted" that HP had admitted the ads were misleading and agreed to change them.
"We’re firmly committed to making it easier for printer users to compare the relative costs of using different printers, so we felt compelled to challenge the validity of HP‘s claims," he added.
In addition to printers, Kyocera manufacturers a range of other office products, including pens and scissors.
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