A Hisense washer-dryer combination has attracted criticism after consumer advocacy group CHOICE highlighted that its most energy-efficient washing and drying programs take more than 25 hours to complete consecutively. While the appliance's energy ratings comply with the relevant testing standards, the time required to achieve those results raises questions about how accurately product marketing reflects everyday consumer experiences.

The appliance is among several products and services recognised in the 2026 Shonky Awards, which highlight practices CHOICE considers unfair, misleading or disappointing for Australian consumers.

Beyond the entertaining headlines, this year's awards offer an important examination of the relationship between advertising claims, consumer expectations and brand reputation. For businesses of every size, they reinforce a fundamental marketing principle: a claim can be technically accurate without necessarily providing customers with a realistic understanding of what they are purchasing.

When an impressive product claim doesn't tell the whole story

The Hisense Series 8i Heat Pump Washer Dryer Combo demonstrates the distinction between compliance with testing standards and the practical value of a product's advertised features.

According to CHOICE, the appliance's energy-efficient drying program takes approximately 13.5 hours to complete, while the washing program associated with its five-star washing rating requires more than 12 hours. Together, the programs take more than 25 hours, a timeframe that may be impractical for households purchasing a combination appliance partly for its convenience.

Importantly, the energy ratings themselves are not necessarily inaccurate. Hisense has indicated that the appliance was tested according to the applicable Australian and New Zealand standards, which allow manufacturers to nominate particular programs for energy-efficiency testing.

The concern lies in the relationship between the advertised benefit and the conditions required to achieve it.

An energy rating provides useful information about a product's performance under standardised testing conditions. However, consumers may reasonably interpret a highly efficient washer-dryer as an appliance that delivers both energy savings and practical everyday performance. If achieving the advertised efficiency requires substantially longer operating times than expected, that distinction becomes relevant to the purchasing decision.

This illustrates a broader challenge in product marketing. Businesses frequently promote measurable advantages such as efficiency, speed, durability or cost savings, but those claims can lose their practical meaning when important qualifications are not communicated effectively.

The strongest marketing communicates not only what a product can achieve, but also the circumstances in which customers can reasonably expect those results.

The gap between business policies and customer expectations

Other recipients of the 2026 Shonky Awards demonstrate how dissatisfaction can arise even when businesses operate within established policies and contractual arrangements.

Virgin Australia was recognised over the expiry of unused COVID-era flight credits. CHOICE highlighted the airline's recognition of approximately $75 million in expired credits, representing money associated with travel bookings that customers had not ultimately used.

Virgin Australia has defended its handling of the credits, stating that more than 93 per cent were redeemed and pointing to the extensions and communications provided to affected customers.

Nevertheless, the issue illustrates how differently businesses and consumers can interpret the same transaction. From an operational perspective, a company may consider an obligation fulfilled once the relevant conditions, deadlines and notifications have been applied. Customers, however, are more likely to evaluate the experience according to whether they received reasonable value for the money they originally spent.

Ticketing companies Ticketek and Ticketmaster also attracted criticism, with CHOICE raising concerns about pricing practices associated with popular events. Among the examples highlighted were NRL tickets offered at substantially higher prices than comparable nearby seats.

While ticketing companies have defended their pricing arrangements, including the role of event organisers in determining prices, the criticism reflects a wider consumer concern about transparency and purchasing pressure.

For customers attempting to secure tickets to a popular event, the combination of limited availability, virtual queues and variable pricing can make it difficult to evaluate whether an offer represents reasonable value.

Why transparency has become a competitive advantage

Marketing has traditionally focused heavily on attracting attention, communicating benefits and encouraging customers to take action. While these remain essential functions, increasingly informed consumers also expect businesses to explain the conditions and limitations associated with their offers.

This expectation has particular significance in digital environments, where customers frequently compare products, consult independent reviews and investigate competing claims before making purchasing decisions.

Transparency can influence the entire customer relationship, from the first interaction with an advertisement through to the experience of using a product or service.

A business that communicates limitations openly may initially appear less persuasive than a competitor promoting only its strongest selling points. However, realistic expectations can contribute to better purchasing decisions, fewer misunderstandings and more positive customer experiences.

Consider a service provider advertising a rapid turnaround time. If that timeframe applies only to straightforward jobs under particular conditions, communicating those qualifications helps customers assess whether the service meets their needs. Similarly, an online retailer promoting fast delivery should make geographical restrictions or processing delays readily accessible rather than relying on customers to discover them during checkout.

The objective is not to overwhelm prospective customers with technical details or lengthy disclaimers. Effective communication requires businesses to identify which information is material to a purchasing decision and present it in a way that is accessible and understandable.

In Australia, this principle also has a regulatory dimension. The Australian Consumer Law prohibits misleading or deceptive conduct in trade or commerce, and businesses must consider the overall impression created by their advertising rather than relying exclusively on the literal accuracy of individual statements.

A technically correct claim does not automatically establish that an advertisement is appropriate in every context. The way information is presented, qualified or omitted can influence the impression received by consumers.

For marketers, this reinforces the importance of evaluating advertising from the customer's perspective, rather than focusing exclusively on whether individual statements can be substantiated.

The commercial consequences of unmet expectations

The consequences of disappointing customers extend well beyond an isolated complaint.

Marketing campaigns are often assessed through measurable indicators such as reach, engagement, enquiries, conversions and revenue. These metrics provide valuable information about how effectively a business attracts and converts potential customers, but they do not necessarily reveal whether the experience that follows meets expectations.

A campaign may generate strong initial sales while simultaneously attracting customers whose understanding of the product differs from its actual capabilities. When that disconnect becomes apparent, the business may face increased complaints, refund requests, negative reviews or reduced repeat purchasing.

The commercial implications can be particularly significant for businesses that depend on customer retention and referrals.

A successful transaction is not simply one in which a customer makes a purchase. It is one in which the customer understands what they are buying, receives the expected value and remains confident in the business afterwards.

This creates an important distinction between short-term promotional effectiveness and sustainable marketing performance.

Advertising that attracts attention through exaggerated expectations may deliver immediate results, but those results can become less valuable if customer dissatisfaction undermines future relationships.

By contrast, businesses that communicate realistic benefits and consistently deliver on their promises are better positioned to develop the trust that supports repeat business and recommendations.

What Australian small businesses can learn from the Shonky Awards

Although the 2026 Shonky Awards primarily feature major brands, the underlying lessons are equally relevant to Australian small businesses.

A local tradesperson, hospitality venue, professional service provider or online retailer may not operate with the marketing budgets of a national corporation, but each business makes promises through its advertising, website, social media content and customer communications.

Those promises establish expectations about pricing, quality, availability, service standards and outcomes.

For smaller businesses, maintaining consistency between promotional messaging and service delivery can be especially important because customer relationships are often more personal and reputation is closely connected to local recommendations.

There are several practical areas worth reviewing.

Advertising claims and qualifications: Businesses should assess whether their promotional statements accurately represent the experience most customers can expect. Claims relating to speed, savings, performance or results deserve particular attention when they depend on specific conditions.

Pricing and inclusions: Customers should be able to understand what is included in an advertised price and identify any additional costs or restrictions before committing to a purchase.

Website and social media messaging: Promotional content should remain consistent across channels. A compelling social media advertisement can create confusion if the website or booking process presents materially different information.

Customer communication: Explaining limitations, delays or changes early can prevent misunderstandings from becoming complaints. Businesses that communicate openly are often better placed to preserve customer relationships when circumstances change.

Reviews and feedback: Customer feedback provides valuable evidence of whether marketing messages are establishing appropriate expectations. Repeated complaints about the same issue may indicate a communication problem as well as an operational one.

These considerations are not simply matters of regulatory compliance or reputation management. They are part of developing a marketing strategy that attracts suitable customers and supports positive experiences after the sale.

Good marketing should remain credible after the purchase

The CHOICE Shonky Awards have become a recognisable feature of Australia's consumer landscape partly because they highlight the absurdity that can emerge when promotional promises and practical experiences diverge.

A washer-dryer requiring more than a day to complete its most energy-efficient programs makes an entertaining headline. However, the underlying issue is relevant to any business communicating the benefits of its products or services.

Customers make purchasing decisions based on the information available to them. When advertising emphasises an attractive benefit without adequately explaining material conditions, it can create expectations that the product or service struggles to satisfy.

The responsibility of effective marketing therefore extends beyond attracting attention or generating an immediate conversion. It includes helping customers understand the value being offered and ensuring that the experience following a purchase supports the promises made beforehand.

For businesses seeking sustainable growth, this is an important consideration. Strong branding, persuasive copywriting and effective advertising can encourage people to choose a business, but lasting customer relationships depend on what happens after that decision.

That is a lesson worth remembering long after this year's Shonky Award headlines have faded.