Kodak has been aggressively marketing its printers and inks as being a lower cost alternative to its major competitors. On Kodak’s website PrintAndProsper.com users are invited to compare their current printer models cost with a Kodak printer. Cost comparisons are provided for a number of printer models from Epson, Lexmark, Canon, Brother and HP.

Kodak’s claim that customers would save on average $110 by switching from HP products has resulted in a challenge from HP, through the National Advertising Division (NAD) of the Better Business Bureau. Kodak has previously cooperated in a NAD investigation into an advertising claim that consumers can “Save up to 50% on everything you print”, with a positive result for Kodak. On this occasion however, Kodak have announced that they will not be cooperating with the NAD process.

The matter has now been passed by the National Advertising Division to the Federal Trade Commission for further investigation. With so many rival claims on printing costs it will be interesting to see what stance a government regulator will have on the issues at hand.