ASA raps Dell over laptop ad

The Advertising Standards Authority has admonished Dell after receiving a complaint about a promotional email regarding laptops for sale at the Dell Outlet store.

In an email headlined 'Dell Outlet Great Winter Accessories Deal', the company advertised a Dell Outlet 1525 Inspiron for £237 including VAT. It also stated, "Prices of Dell Outlet Laptops start from £237."

The advert included a 'Buy Now' button, which offered a hyperlink to the online store and text that read "Available in 8 colors".

The complainant challenged whether the laptop was in fact available at the advertised price or in eight colours as claimed.

Dell responded to the watchdog's query saying that the Dell Outlet store was a distinct sub-division of the company, and offered products that had been returned to Dell after their initial sale and refurbished. As a result, availability was limited to those specifications that came into stock.

The company also pointed out that the advert stated: "Please note that our inventory is sold on a first-come, first-served basis and changes rapidly. We cannot guarantee that all displayed products will be available at the time of your visit."

According to Dell's records, 35 Inspiron 1525s were sold during November, with prices based on the individual specification of each unit.

The company acknowledged that the complainant might not have been able to purchase the laptop at the advertised price due to the nature of the store, but that the advert was not misleading because it included a disclaimer.

Similarly, Dell held that, because it made some ranges in up to eight colours, the statement should be taken in context, given the nature of the Outlet store.

However, the ASA ruled that the advert was misleading on both counts and has told Dell to ensure that future adverts clearly state where starting prices apply and that they vary according to specification, and that the limitations of available benefits such as colour ranges are clearly marked.

Dell has promised that its Outlet store will focus more closely on the requirements of the CAP Code to make sure its adverts are as clear as possible to all customers.

Article source: http://www.vnunet.com