Kodak says customers can still save £75 a year on ink but has revised its marketing message after the advertising watchdog slammed one of its TV adverts last year.
The US giant came under fire from rival inkjet maker Hewlett Packard (HP) for an ad that claimed customers will ?save an average of £75 a year on ink?.
Kodak found itself in hot water for using the word ?average?, which was based on its claim that inkjet users print 1,500 pages per year.
It has since changed its message to consumers, saying they can ?save up to £75/year based on four pages per day?.
This information has been added to packaging and point-of-sale material.
And today Kodak went further.
In an interview with Amateur Photographer Robert Ohlweiler, Kodak?s European director and vice-president of Consumer Inkjet claimed that consumers can actually save ?£84?, because rivals firms have since hiked their prices.
Last year HP, and one member of the public, complained to the Advertising Standards Authority (ASA) that the original advert was misleading and could not be substantiated.
Kodak said the advert quoted an ?average? figure based on a number of leading industry studies on home and small office/home office printing.
Kodak said it compared a ?combined average for photo-printing, monochrome and colour printing? of competitor printers to the cost using Kodak ink and printers.
But in October 2010 Kodak lost the case.
The watchdog said it was not convinced that 1,500 pages represented a ?reasonable yearly print volume for most UK inkjet printer users?.
For example, one of the four surveys Kodak relied on to back its claim included ?office and laser printers? and was ?therefore not representative of the inkjet market? the watchdog ruled.
And 79% of users surveyed in a study of French and German consumers printed ?100 pages or fewer per month?.
Kodak claims that, using its latest printers, it costs less than 10 pence to print a 6x4in photo and £20 to replace a full set of inks.
