Dyson told its air purifier advert sucks: Commercial that said indoor pollution was more damaging to health than a car exhaust is banned by watchdog

The TV ad for Dyson\'s £ 500 air purifier is banned as it suggests that indoor pollution is more damaging to health than car exhaust.
The commercial advertisement of the Dyson purifier heater gives the impression that people are more dangerous in their own homes than in the street.
However, while these images may help improve hi-
The advertising regulator has ruled that this information is misleading.
At the beginning of the commercial advertisement, a woman was apparently worried about the smoke from the car exhaust outside her home, which was shown as green steam.
There\'s a sound in the background-
She overemphasized her concerns and asked, \"What is more serious than outdoor pollution?
\"This woman was seen walking into the shelter of her house, where she would obviously be safer.
However, sound
Then said: \"Indoor pollution may be five times the accumulation of gas and tiny particles.
As the lady walked into the kitchen, the camera followed her and in the kitchen many appliances released purple and green steam, including household cleaning products next to the refrigerator, three potted plants and a stove
Text appears above the item indicating which contaminants they release-benzene gas, pollen particles, formaldehyde gas, and allergens.
The woman then took a smartphone, where an app measuring the air quality of the home suddenly appeared the word \"poor.
The camera then took a photo of the Dyson purifier heater, an air filtration device that sucks in colored steam. The voice-
Over said: \"But Dyson\'s purifier heater uses a HEPA filter to capture particles and activated carbon to capture gas while heating or cooling you.
The American Broadcasting Corporation (ASA) said that complaints about television advertising exaggerated the health risks posed by the level of pollution in a typical home kitchen and were dissatisfied with the comparison with car exhaust.
Dyson insists the company has no intention of exaggerating domestic air pollution.
It provides scientific papers that prove the problem.
This includes a paper by the European Journal of breathing, which states that the concentration of some air pollutants is 2-
The interior is 5 times higher than the outdoor.
It also provides a study by the US Environmental Protection Agency (EPA) that states that \"Indoor air levels of many pollutants may be 2-
5 times higher than the outdoor level, and occasionally more than 100 times higher.
The company also cited a report from the Royal College of Physicians, which says there is little regulation of indoor pollution in addition to building regulations.
Efforts to reduce energy costs by creating households with tighter ventilation may make the situation worse.
However, ABC (ASA) said that none of these could justify the claims of commercial advertising, saying that the reports only discussed the presence and type of indoor contaminants, although some of these reports do discuss the health impact, it does not indicate whether they are more damaging to health than outdoor contaminants.
It added: We believe that these reports have nothing to do with determining the relative damage to indoor and outdoor contaminants, and therefore, the evidence is not sufficient to prove that indoor pollution is more destructive than outdoor pollution.
It said the advertisement was \"misleading \".
Therefore, it said: \"We told Dyson Limited not to make implicit health statements in their advertisements without sufficient evidence to support such claims.
A Dyson spokesman said indoor air quality may be five times worse than outdoor air quality.
We respect the decision of the ASA and will improve our advertising but will continue to raise awareness of the issue.