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Dell advert aimed to hoodwink buyers

Son, you're banned
Wed May 31 2006, 16:35
ALMIGHTY DELL has been accused of misleading customers in a television advert aired in the UK.

The Advertising Standards Authority (ASA) decided Dell's ad was "ambiguous" and banned it. The body upheld a complaint from a member of the public suggesting the ad broke Advertising Practice guidelines.

The advert featured a boy listing the marvels of a Dell PC to his father. He said: "Well, it's got a P4 3.46GHz processor, 256MB PCI Express Graphics, 5.1 surround sound speakers."

The ad then cut to a £399 Dell Dimension 1100 which did not in fact match up to the listed specs.

The Broadcast Advertising Clearance Centre (BACC) argued on Dell's behalf that the ad wasn't designed to mislead and that the specs of the machine under promotion were clearly listed.

The ASA was unmoved, however, and banned Dell from showing the advert in its current form.

The ASA said it "considered the ad was ambiguous because it did not make clear that the PC advertised for £399 at the end of the ad was different to the PC described at the beginning of the ad." µ


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