Duracell’s claims about stamina are false, advertising body rules
Rival Eveready complained that in tests done by the SA Bureau of Standards‚ Duracell batteries lasted between 3.5 and 4.1 times longer than its own products
The Duracell bunny has been told to stop rabbiting on about its stamina.Advertising claims that the black-and-bronze batteries "last up to 10 times longer" are untrue and must be withdrawn‚ the Advertising Standards Authority (ASA) has ruled.Rival Eveready complained to the watchdog that in tests adopted by the South African Bureau of Standards‚ Duracell batteries lasted between 3.5 and 4.1 times longer than its own products.This was "a far cry" from Duracell’s claim and showed that it relied on "unstandardised testing protocols to exploit consumer credulity and exaggerate the superiority of its products".Duracell told the ASA that its claim relied on tests by a leading global quality assurance company‚ which compared its batteries with Eveready Power Plus Silver AA batteries.But the authority’s directorate said: "To the hypothetical reasonable person‚ the reference to lasting 10 times longer presupposes that ordinary use would deliver similar results."It is not clear why [Duracell]...
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