Eastman Kodak to update ad slogan after FTC probe

AP News
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Posted: Dec 17, 2009 5:30 PM

Eastman Kodak Co. said Thursday that the Federal Trade Commission will allow the company to continue to advertise the ink cost savings associated with its All-in-One inkjet printers, but has recommended Kodak include additional information to clarify the amount of those savings.

Kodak's slogan had claimed consumers can save $110 a year on ink costs by using Kodak's All-in-One inkjet printers. The company has now agreed to add that the $110 in savings depends on a consumer limiting their printing to 1,500 pages a year, or four per day.

From now on, Kodak said it would advertise that consumers can, "Save on average $110 per year on ink based on just four pages per day."

The FTC has closed its investigation, Kodak said in a statement. The FTC got involved after Kodak competitor Hewlett-Packard Co. complained to the National Advertising Division trade group about the company's ads.

Rochester, N.Y.-based Kodak launched the first of its line of all-in-one printers in 2007 as part of its shift away from traditional photography products. Its printers were priced at a premium to those of rivals, but Kodak aimed to capture consumers' interest by selling ink at a much lower price.

Shares of Kodak fell 9 cents, or 2.2 percent, to close at $3.98.