ACCC initiates proceedings against Dulux over energy cost reduction ad claims

In an action against Dulux over claims of the ability of its paint to lower the inside temperature of a house and reduce energy costs, the Australian Competition and Consumer Commission (ACCC) has initiated proceedings in the West Australian Federal Court against DuluxGroup (Australia). The group has been promoting the cooling capabilities of InfraCOOL and Weathershield Heat Reflect paints.

According to the allegations of the advertising watchdog, Dulux made false, misleading or deceptive claims about the paints' ability to lower the inside temperature of a house and cut energy costs.

According to Dulux, its InfraCOOL paint on a roof could lower the interior temperature of the rooms by 10 degrees Celsius and "significantly reduce" energy costs, as against a standard paint of the same colour.

The company claims Weathershield Heat Reflect paint applied on the outside wall could could result in around 15 degrees drop in temperature and cutting energy costs.

According to the ACCC, Dulux did not have reasonable grounds for any of these claims.

"The ACCC believes Dulux has a corporate responsibility to make sure any claims it makes are accurate and backed by adequate scientific and or technical evidence," ACCC chairman Rod Sims said in a statement yesterday.