Feeds

Curry's 'latest AMD CPU' ad misled viewers

£499 PC did not contain £595 processor

Choosing a cloud hosting partner with confidence

UK high street retailer DSG, owner of the Dixons and Curry's store chains, has been slapped on the wrist by advertising watchdog the Advertising Standards Authority (ASA) for claiming a £499 PC contained "the latest 64-bit AMD processor" when... er... it didn't.

The offending ad was broadcast on TV in December 2005 to promote a cut-price Compaq PC to consumers. "This Christmas, even more prices lowered... this Compaq TFT PC with the latest 64-bit AMD processor is now just £499," the advert enthused.

Alas for DSG, one viewer complained to the ASA, pointing out that AMD's "latest" 64-bit chip was then the Athlon 64 FX-57, which at the time cost almost twice the price of Curry's Compaq. Needless to say, the machine being offered by the retailer did not contain the FX-57.

In its defence, DSG said the ad clearly showed the orange logo indicating a regular Athlon 64 CPU and not the "highly specialised gaming processor" that is the FX-57.

Fair point, said the ASA in its ruling, but it noted that AMD had already released more advanced vanilla Athlon 64s than the the one incorporated in the Compaq box. "We considered that the claim 'latest' might cause viewers to infer the processor was the most recently released 'Athlon' processor," it said.

The ASA asked DSG not to repeat the claim in future advertising.

In January, the ASA upheld complaints against ads run by another DSG chain, PC World, after it failed to ensure it had sufficient stock to supply participants in an advertised price promotion. PC World was also ticked off in November 2005 for claiming a notebook's Wi-Fi connection could provide the user with Internet connectivity "wherever" they happen to find themselves. ®

Internet Security Threat Report 2014

More from The Register

next story
Hi-torque tank engines: EXTREME car hacking with The Register
Bentley found in a hedge gets WW2 lump insertion
What's MISSING on Amazon Fire Phone... and why it WON'T set the world alight
You fought hard and you saved and earned. But all of it's going to burn...
Trousers down for six of the best affordable Androids
Stylish Googlephones for not-so-deep pockets
Download alert: Nearly ALL top 100 Android, iOS paid apps hacked
Attack of the Clones? Yeah, but much, much scarier – report
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
prev story

Whitepapers

Designing and building an open ITOA architecture
Learn about a new IT data taxonomy defined by the four data sources of IT visibility: wire, machine, agent, and synthetic data sets.
5 critical considerations for enterprise cloud backup
Key considerations when evaluating cloud backup solutions to ensure adequate protection security and availability of enterprise data.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Business security measures using SSL
Examines the major types of threats to information security that businesses face today and the techniques for mitigating those threats.