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Kodak Issues Statement Regarding NAD Proceedings
ROCHESTER,
N.Y.- Eastman Kodak Company today issued the following statement in
response to a news release issued by the National Advertising Division
of the Council of Better Business Bureaus.“Kodak’s inkjet printer
advertising claims are accurate and well substantiated. Our claims are
backed by thorough data and testing by independent third parties,
information that is widely available to the public online at
www.PrintAndProsper.com. We have previously successfully defended our
ink savings claims utilizing the NAD process. After reviewing our
testing data, the NAD concluded that Kodak “provided a reasonable basis
for its ink cost-savings claim (‘Save up to 50% on everything you
print.’).”“We respect the role of the NAD for industry self regulation,
however, we feel that HP’s complaint is nothing more than an attempt to
distract us from serving our customers and growing our consumer inkjet
business. We believe that HP’s challenge is not about the truth and
accuracy of Kodak’s claims, but rather is simply an effort to maintain
HP’s dominant market presence while it continues to increase its ink
prices.“At the core of this issue is consumers’ number-one
dissatisfaction with home printing: the cost of ink. Kodak has solved
that issue with our innovative business model – charging a modest
premium for an inkjet printer and a fair price for high-quality inks.
Consumers are embracing Kodak’s value proposition; as evidence, for the
last two quarters, sales of Kodak’s inkjet printers and ink have grown
by double-digits while the rest of the industry has declined.“Given
today’s economic climate, instead of arguing over advertising claims,
which have been accurately communicated and thoroughly substantiated,
it would be more meaningful to consumers for HP to simply begin
offering reasonably priced ink.”