Feeds

Curry's 'latest AMD CPU' ad misled viewers

£499 PC did not contain £595 processor

Remote control for virtualized desktops

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. ®

Choosing a cloud hosting partner with confidence

More from The Register

next story
NOKIA - Not FINNished yet! BEHOLD the somewhat DULL MYSTERY DEVICE!
N1 mini-'slab to plop into crowded pond next year
The Nokia ENIGMA THING and its SECRET, TERRIBLE purpose
Finnish firm coyly exposes mystery product – and WE NO what it is
Heyyy! NICE e-bracelet you've got there ... SHAME if someone were to SUBPOENA it
Court pops open cans of worms and whup-ass in Fitbit case
SLURP! Flick your TONGUE around our LOLLIPOP – Google
Android 5 is coming – IF you're lucky enough to have the right gadget
Nokia's N1 fondleslab's HIDDEN BRILLIANCE: The 'Z Launcher'
Sugarcoating Android's Lollipop makes tab easier to swallow
Space Commanders rebel as Elite:Dangerous kills offline mode
Frontier cops an epic kicking in its own forums ahead of December revival
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
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.
Simplify SSL certificate management across the enterprise
Simple steps to take control of SSL across the enterprise, and recommendations for a management platform for full visibility and single-point of control for these Certificates.
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.