Dell rebuked over missing printer cable

 

Gallery

Posted on 4 Jul 2007 at 15:33

Dell has been reprimanded by the Advertising Standards Authority for failing to mention the additional cost of cables in its printer adverts.

The complaint centred on the Dell Photo All-in-One Printer 926, which was advertised for £59 including VAT, but neglected to mention the extra cost of the USB cable, which wasn't included.

In its defence, Dell claimed that it "did not supply cables as standard with printers because they believed purchasers were likely to possess one already and would not necessarily need or want a new one."

However, it wasn't enough to sway the ASA, which upheld the complaint. "We noted that it was essential to have a cable to use the printer and that a cable was likely to cost approximately £14," the ASA assessment reads.

"We considered this was a significant cost in relation to the price of the printer. We considered the ad gave the impression that the printer could be used in conjunction with a computer without the purchase of any further equipment and that the natural expectation among customers was that a cable would be included in the advertised price unless the ad specifically stated that it was not."

Dell is by no means alone in failing to include cables with printers. Ironically, the only printer in a forthcoming PC Pro printer labs to come with a cable is a "wireless" Lexmark X4550 - which needs the lead to set up the Wi-Fi.

Author: Barry Collins