A TV ad for Dell Computer has been found to be misleading by the Advertising Standards Authority (ASA).
The advert, which cannot be broadcast again, claimed consumers could purchase a Dell Inspiron notebook with an Intel Celeron processor for £299. On-screen text gave a Web address and a phone number.
However, the ASA received 23 complaints that the laptop was not available on the Web site for that price. The complaints said the Inspiron was listed, but priced at £349. Two complainants said the laptop was offered for £299 on the Web site but the price rose when they selected it.
Dell argued that when customers selected the laptop on the Web site they were shown a price for an "upgraded service package" that included pre-selected options. Text informed customers that they could reach the advertised price by downgrading certain elements of the package.
Dell insisted it was accepted industry practice to automatically upgrade components such as graphics cards, hard drives and monitors.
The ASA disagreed, and upheld the complaints on Wednesday. It said that because the ad featured both a phone number and a Web site address, viewers would expect the laptop to be available to purchase at the advertised price by both means when the ad was first broadcast.
The laptop was not initially available on the Web site at the advertised price, so the ASA considered the advert misleading.
"On this point the ad breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising), 5.2.1 (Evidence), 5.2.3 (Qualifications) and 5.3.1 (Accurate pricing)," the ASA said in a statement.
Talkback
Dell always does this. And one of its worst practices (unless you're used to it) is not advertising the £50 delivery charge that is added to every product.
Because Dell's machines can't be bought in the shops, the delivery charge is not an optional extra as without it the customer can't get his product. Therefor IMO it should invariably be included in the product price.
If they argue that multiple orders have a different delivery cost then fine, let them advertise it as a quantity discount.
Companies selling preinstalled Linux and no-OS
http://lxer.com/module/forums/t/23168/
Dell needs to break away from Microsoft.
Dell could then sell cool stuff like xgl.
http://video.google.com/videosearch?q=xgl
What a surprise! Dell were misleading in their product pricing. They have been doing this for years and will only change when they feel it in their pocket.
Ever wondered why you can't get a "Dell" in a shop, as Dell say? Simply because, if you see a Dell in a shop and see the inferior, obsolete hardware that is used, including on-board everything with little or no available slots for upgrading, you wouldn't touch a DELL. Dell do major deals with schools and colleges, to provide dirt cheap, nasty PCs. Most students are not aware of what the PC contains and apart from the regular freezes and crashes almost all data is stored on a server as the PC's capacities are too low. Dell relies on students purchasing similar heaps of junk for home use. However, once a student has made a purchase for home use, it must be rare for him / her to make repeat purchases in the future. Another way that Dell have been able to sell cheap junk is through "Intel". Dell have been accused of taking huge wads of dollars on condition that they do not use AMD chips. If Dell were not dishonest, their cheapest PC would cost at least double and still be inferior to all other manufacturers.
About time they were brought to task- they have been doing this for years, I'm sure I have seen stats that say that their average final selling price is 60% higher than the advertised price.
Ken is a bit stupid so i would ignore him, he seems to be opening mouth then engaging brain.
Dell however i have to agree, when you go to their website you see a machine for £400, you click it just to find out it is £535 and you cant get it cheaper.
I always go to a Dell reseller, i get it cheaper than the advertised price :)
About time too, the numerous times they have singled out a price and product and you can't purchase at that price or are given the run around is unbelievable.
Thankfully they will have to rethink this strategy of mis representation in the future and certainly for this campaign.
Dell does this on most of its consumer based products and you cant deselct what cause the increase, I noticed it on the dektop range.
Who wants a Dell anyway absolutly appauling Customer Service now it has been offshored, still good to its business users though.