November 30, 2005

PC World notebook advert deemed "misleading"

Russ Phillips writes "A recent TV advert for PC World (a big computer chain in the UK) described a laptop as having "... Intel Centrino mobile technology … so you've got a connection to the internet wherever you are". They didn't mention that as long as "wherever you are" is within range of a hot spot or a wireless access point.

65 people complained to the UK's Advertising Standards Authority, claiming that the advert was misleading. The complaints were upheld, despite PC World's claim that "there had been limitations to wireless internet access from laptops when the service was first launched, but that while there might still be some locations without access, coverage was now generally excellent and on a par with mobile phone coverage."

The ASA concluded that "The ad breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising), 5.2.1 (Evidence), 5.2.2 (Implications) and 5.2.3 (Qualifications). It must not be shown again in that form."

The full ruling, along with others released on 30th November, is available as a PDF"


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