DYSON has failed to convince the UK's advertising watchdog that rival Bosch Home Appliances misled consumers over claims about its cordless vacuum cleaner.

Bosch's UK website claimed that its cordless stick vacuum cleaner, called The Unlimited, had a "continuous" and "infinite" runtime, explaining that an exchangeable battery pack and quick charger meant one battery could be charged while the other was in use.

The website read: "Under 60 minute charge time with quick charger. Compared to other manufacturers' communicated charge times of cordless sticks in the UK market."

Dyson complained to the Advertising Standards Authority (ASA) that the claims "continuous runtime" and "infinite runtime" were misleading.

BSH Home Appliances, trading as Bosch, said the ad was clear that the ability of the product.

The ASA said consumers would understand from the claims "infinite" and "continuous" runtime that they would be able to use the vacuum cleaner continuously without it running out of power by alternating between batteries and using the product on normal power mode.

It said: "Because the advertiser demonstrated that the vacuum cleaner could be used continuously without it running out of power, we concluded that the claims 'infinite runtime' and 'continuous runtime' had been substantiated."

Bosch Home Appliances is based in Milton Keynes.