The Advertising Standards Authority has upheld a complaint against Dell that some of its advertising had misled consumers.
The complaint centred around broadcast ads by Dell which began with the statement that Dell used Pentium 4 processors. The advert then continued that Dell computers were available from £349 without mentioning that this was for PCs using Intel's low cost Celeron processor.
"A viewer found the advertisement misleading because he thought the voiceover at the end implied that all Dell PCs used Intel Pentium 4 processors, yet a PC with an Intel Celeron processor was shown earlier in the advertisement," stated the complaint report.
"[The viewer] pointed out that non-technical customers might be unaware that the low price mentioned for the second PC reflected the lower performance capacity and price of the Celeron processor it used."
The ASA found that the adverts breached CAP (Broadcast) TV Advertising Standards Code Rules 5.1 (Misleading advertising), 5.2.2 (Implications) and 5.4.2 (Superimposed text) and must not be shown again in their present form.
"We noted that the voiceover at the end of the advertisement did not claim that all Dell PCs used Intel Pentium 4 Processors," said the report.
"However, it claimed that Dell PCs used Intel Pentium 4 processors. We considered the claim to be ambiguous.
"Because it was not quantitatively qualified, it could be interpreted to mean that all Dell PCs used Intel Pentium 4. We believed that that was the misleading impression it gave."
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