Feeds

Curry's 'latest AMD CPU' ad misled viewers

£499 PC did not contain £595 processor

The essential guide to IT transformation

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. ®

Gartner critical capabilities for enterprise endpoint backup

More from The Register

next story
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Now that's FIRE WIRE: HP recalls 6 MILLION burn-risk laptop cables
Right in the middle of Burning Mains Man week
Apple promises to lift Curse of the Drained iPhone 5 Battery
Have you tried turning it off and...? Never mind, here's a replacement
Apple's iWatch? They cannae do it ... they don't have the POWER
Analyst predicts fanbois will have to wait until next year
Super Cali signs a kill-switch, campaigners say it's atrocious
Remote-death button bad news for crooks, protesters – and great news for hackers?
AMD unveils 'single purpose' graphics card for PC gamers and NO ONE else
Chip maker claims the Radeon R9 285 is 'best in its class'
Barnes & Noble: Swallow a Samsung Nook tablet, please ... pretty please
Novelslab finally on sale with ($199 - $20) price tag
Will It Blend? Maybe. BlackBerry’s secret comeback weapon
The Desktop PIM buddy: A 1990s idea finally done right?
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Scale data protection with your virtual environment
To scale at the rate of virtualization growth, data protection solutions need to adopt new capabilities and simplify current features.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?