PC World rebuked over ink claims

 

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By Matthew Sparkes

Posted on 8 Oct 2008 at 11:23

PC World has had an advert pulled by the Advertising Standards Authority (ASA) following complaints that it was inaccurate and misleading.

"The UK's largest range of inks to take home today! Choose from over 250 inks from all the top brands. That's loads more than your local Tesco," claimed the advert, which PC World explains was based on a third party investigation.

The investigation counted the number of ink products available for immediate sale at 26 randomly selected stores throughout the UK, and found that the average PC World stocked 315 products, while the nearest competitor, Staples, held only 274.

It was Staples that made the complaint, however, suggesting that it was in fact the supplier with the greatest number of ink products for sale on average.

The ASA upheld the complaint, explaining that the "number and location of stores surveyed was insufficient to substantiate the claim," partly because only one was located in Wales, and none were in Northern Ireland.

"We concluded that the claim "The UK's largest range of inks to take home today!" had not been substantiated and could mislead."