UK-based Dyson Technology Limited said Monday in an official statement that it will actively deal with a legal process against South Korea’s LG Electronics, claiming that the company’s cordless vacuum cleaner is described in a misleading manner. 

“Dyson embraces fair competition but we believe advertising and claims should be accurate and true in order that consumers can make informed choices when they select a product,” the company said in a statement.

The UK business filed a provisional injunction against LG on Nov. 15 with the Seoul Central District Court, requesting the court to ban TV, print and online advertisements of LG’s Cordzero A9 products that were launched in June.

“Dyson Technology Limited filed a petition for a preliminary injunction against the advertising claims of LG because it believes the labelling and advertising statements of LG A9 suction power performance, motor performance and filtration are false and misleading.”

The British firm added it purchased LG A9 products from the market and commissioned internationally recognized independent institutions to test performance under approved test standards, methods and conditions.

“Dyson looks forward to presenting its evidence before the Korean court,” it said. 

By Song Su-hyun (song@heraldcorp.com)