People desperate to cool off from this summer's humidity have splashed the cash on a premium £400 Dyson fan - with its unusual hollow design.
However the advert for the Pure Hot + Cool design has been banned from TV for misleading customers into thinking the fan is cordless.
According to the Advertising Standards Agency (ASA) , the British tech company breached two of the rules - misleading advertising and qualification, and will not be broadcast again in the same form complained about.
The advert, shown in April of this year, shows a family's open-plan apartment with a fan set at a short distance away from the end of the kitchen counter.
The product is shown from various different angles; straight on, from the side, from above, but "there was no cord visible in these shots, and there was no electrical outlet visible in the wall behind the fan," the watchdog said.
In a second preview of the fan, it's captured in a different location on a light-coloured floor with a thin grey line leading to its base.
However a complainant challenged whether the ad implied the pricey fan was cordless.
In responding to the complaint, Dyson said the product "was clearly shown in the ad as having a cord," which was "distinguishable from both the floor and the rug depicted on the opposite of the image."
They said the product was the latest of Dyson’s purifiers, which had been available on the UK market for around four years, of which none are cordless.
Dyson added that if the company created cordless purifiers, it was "reasonable to assume" that this would be one of the "key features" it would advertise.
While the ASA agreed the final shot showed a cord leading to the fan, the thickness and length were the same as the edge of the carpet, which appeared opposite it on the screen.
It concluded: "For those reasons, we considered that it could be easily missed and seen as part of the background by viewers.
"We concluded that, overall, the ad was likely to give consumers the misleading impression that the fan was cordless, and therefore that it breached the Code."
Listed as a #1 Best Seller on Amazon, the fan is currently on offer £349 with free delivery.
