New airfilter problem

I just bought a Air Filter AW15AFS. Just a few seconds after start the filter alarm activates and you have to reset it. Everything is brand new. What to do?

I have one of these but have not had your problem. A thought came to me about the filter, can it be fitted the wrong way ? I have spare filters and opened one of them and there is an airflow arrow, so they should only be fitted one way. Perhaps in manufacture it has been fitted the wrong way round on yours. I suggest taking the filter cover off and checking if it has been fitted facing the wrong way. Other than that contact Axminster customer services. Hope this is of help.

The filter may have a protective plastic bag on it? Just a thought.

Thanks for your thoughts guys, but none of them applies. Only thing helping is to take out the prefilter.
Still awaiting reply from customer service