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Dell fails to remove misleading ad images

Updated Economical with the web site updates
Mon Nov 28 2011, 16:52

TIN BOX FLOGGER Dell has reacted to its own misleading advertisement, thanked us for bringing it to its attention, and removed it, the firm has claimed.

How the image got through quality control before is beyond us. It was a bleary affair - we grabbed it last week before it was removed - and it tried to show how using a different kind of unspecified hardware would turn a display from a murky fishtank into a clear Caribbean sea.

The images were running under a "Help me choose" banner on the Dell web site, but really were not helping much at all. Although reading the accompanying text would have helped users actually make an informed decision, a glance at the images, which claimed to show how different displays could perform, definitely did not.

Look, here they are again. dell-monitor-comparisonNotice the difference?

After we pointed out that the image quality was very different between the two displays, Dell responded, "Thank you for bringing this to our attention. Dell endeavours to help customers make the best decisions regarding their purchases."

Further, "It was never our intention to mislead customers, and we apologise for any confusion caused. We have now removed the image from our Global sites. Dell remains committed to delivering the best possible experience to all our customers." So, we thought Dell fixed the problem, right?

Not really. When we again visited the main "Help me choose" page and surveyed the video card options on a range of hardware displays, what do think we found? Yes, that's right, the very same image of our two less than similar twins.

As of 12.30pm on Friday November 25, the image could be found here, when comparing Vostro laptops, here, for Vostro desktops, and here, for Optiplex desktops.

We told Dell about these mistakenly persistent images and it promised us that it would fix them.

Dell contacted us again this morning to ask us to publish its apology about the error and report that it had removed the image, so we checked to see if we could. We could not. We checked the above links again and found that the images that we told Dell about were still there.

Today we informed Dell about the fact that despite The INQUIRER telling it where the images were, and despite it asking us to tell our readers that it has removed them, it has not. So far we have not had any further response.

Dell has contacted us again to say that it has fixed the issue on the pages we lead it to, and is carrying out an audit that should expunge any that have been missed.

“Thank you for bringing this to our attention. We are committed to helping customers make the best decisions regarding their purchases. We removed the images from the original pages in question from our Global sites, however it has been brought to our attention that this image was still visible on other areas of the site,” it said in a statement.

“We have now removed the image from these, and appreciate your understanding as we conduct an extensive audit to ensure that all instances of this image are removed. Delivering the best experience to all our customers is our top priority and we are sorry for any confusion this issue caused.”

We have checked the links that we had and can confirm that now the image has been removed. We’ll update if it raises its head again. µ


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