Feeds

Ads watchdog bites PC World

But with rubber teeth?

Business security measures using SSL

The Advertising Standards Authority (ASA) has slapped PC World for advertising product on TV that it was unable to supply to customers because of lack of stocks.

The UK retail chain, part of DSG International, has been told not to show the ad on TV again. This is the second time this year the ASA has chastised PC World on the same issue.

This time round, the ad featured an Advent 7000A notebook priced at £349. Three people who saw the ad told the ASA the product had already sold out in the local PC World stores before the spot had even been broadcast.

PC World said it had 2000 laptops available - a significant quantity and adequate to meet anticipated demand, the chain told the ASA. However, the ASA ruled that the complaints showed PC World "did not have adequate stock" of the product at the time the ad was broadcast.

The ASA rejected one complaint from a buyer who had claimed he was told the laptop was part of a more expensive bundle - he had simply been misinformed by local PC World staff, the chain said. Yes, that's rather poor customer service, but it is outside the ASA's remit.

However, the ads watchdog upheld a third complaint which objected to PC World's characterisation of the laptop's 40GB hard drive as "huge", a statement which the ASA ruled "exaggerated the technical specifications" of the low-cost computer.

PC World was ordered not to run the ad again in its current form. That's hardly a compelling sanction: since the low-price deal is now past, it's unlikely to do so in any case.

In January this year, the ASA ruled PC World has "misled" consumers by running an ad for product which it apparently had insufficient stock to meet demand. PC World had "not shown that it had made a reasonable estimate of demand based on previous similar promotions, or that sufficient stock of the product was available to meet that demand", the ASA ruled at the time.

An ASA spokeswoman told us the organisation has no hard and fast rules on deciding when an advertiser becomes classed as a 'repeat offender', but it's typically three distinct instances of the same complaint. In such circumstances, she said, the organisation would seek to work with the company concerned before imposing such sanctions as requiring all ads to be fully cleared before publication or broadcast, and ultimately rising to a potential prosecution under Trading Standards legislation. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
Oi, Tim Cook. Apple Watch. I DARE you to tell me, IN PERSON, that it's secure
State attorney demands Apple CEO bows the knee to him
4K-ing excellent TV is on its way ... in its own sweet time, natch
For decades Hollywood actually binned its 4K files. Doh!
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
DARPA-backed jetpack prototype built to make soldiers run faster
4 Minute Mile project hatched to speed up tired troops
Hey, Mac fanbois. HGST wants you drooling over its HUGE desktop RACK
What vast digital media repository could possibly need 64 TERABYTES?
Apple's ONE LESS THING: the iPod Classic disappears
RIP 2001 – 2014. MP3 player beloved of millions. Killed by cloud
Apple's Watch is basically electric perfume
It isn't just me-too Apple that's lost its lustre: Gadget mania is over
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
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.
Protecting users from Firesheep and other Sidejacking attacks with SSL
Discussing the vulnerabilities inherent in Wi-Fi networks, and how using TLS/SSL for your entire site will assure security.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.