Dell wrists slapped for refurbed laptop ads

 

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By Barry Collins

Posted on 25 Feb 2009 at 08:48

Dell has been admonished by the Advertising Standards Authority (ASA) for misleading customers over the price of refurbished laptops.

The Dell Outlet Store - which sells patched-up laptops that have been returned to the company - sent out emails advertising Inspiron 1525 laptops for £237 inc VAT. The advert also claimed the laptop was available in eight colours.

However, when the complainant went to purchase said laptop, it wasn't available at the advertised price or in the full range of colours.

Dell argued that the disclaimer in the advert made clear that "inventory is sold on a first-come, first-served basis and changes rapidly", and that stock of a particular machine cannot be guaranteed.

That didn't wash with the ASA. "Because the price of the Inspiron laptop varied according to its specification, we considered that the ad was misleading," the adjudication claims. It also took exception to the eight colours claim, because the full spectrum of cases were not available from the Outlet store.

The ASA has, as ever, merely told the company not to do it again. "We told Dell to ensure that ads made clear where starting prices, which might vary according to specification, applied and that the limitations of available benefits, for example a range of colours, were stated," the ASA concludes.