NAD rules against Electrolux's 90-second water-boil claim for its induction cooktops

"Amaze your friends. Boil water in 90 seconds." That's how Electrolux has marketed its induction hybrid cooktops, which combine two or three electric elements with one 10-inch induction element and one 6-inch induction element.

But based on a challenge brought by Whirlpool, the National Advertising Division of the Council of Better Business Bureaus last week ruled against Electrolux's 90-second claim (PDF), since the 90-second boast does not create a "reasonable or consumable relevant" impression of the cooktop's real-world usefulness. The NAD has recommended that Electrolux modify its TV, print, and Web ads.

Why the ruling against Electrolux's marketing? The 90-second boiling point claimed by the manufacturer is only for the 10-inch induction element with a single quart of tepid water in a six-quart pot.

In our tests, the fastest elements that we've ever tested are induction elements, most of which are in the 25 to 50 percent faster than radiant elements. Induction technology uses electromagnetism to heat cookware and has earned solid marks in our tests, delivering precise high and low heat alike.

The NAD's decision might affect marketing by Electrolux but is no measure of how well its induction cooktops perform in our overall tests. The Electrolux Icon E30IC75F[SS] 30-inch induction cooktop, $1,900, is our top-rated induction model (ratings are available to subscribers).—Daniel DiClerico | e-mail | Twitter

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Comments

[Steve]

The first thing I did when installing my Kenmore induction cooktop (made by Electrolux) is try the 90 second boiling test. The result - oh yes it does!
Look, you're not going to boil a full stock pot of water in 90 seconds, but thats not the point of the ad campaign. The point to to make light of the fact that induction blows away radiant. Take a fair amount of water in whatever pot size and this claim works. Many times manufacturers make bold statements and claims that don't hold up, and I'll be there to call them on it. But in this case I have no problems with the claim because it works with stopwatch in hand.

And while Electrolux may only make the claim for the large burner...."The 90-second boiling point claimed by the manufacturer is only for the 10-inch induction element with a single quart of tepid water in a six-quart pot."

....I found it works on any burner. If I use my large handled pot on the 10", or my smallest sauce pot on the small burner, it will boil a fair amount of water in 90 seconds - and starting with cold 50 degree well water too. Electrolux alone doesn't have any magic in their induction as its simply a matter of the wattage used in the power boost setting. Any company who puts in the same wattage in their induction will get similar boiling speeds. If Whirlpool made induction cooktops they probably wouldn't care about this.

[Harvey]

Have a 36 inch DIVA induction cooktop. Our experience with speed of boiling water is: It is simply amazingly fast! Induction cooktops have come a long way and in my opinion NOTHING else comes even close to their speed! Our dealer recommended this French brand cooktop, but said all of them are excellent.