Dell reprimanded by Advertising Standards Authority Jul 05, 2007 10:48 by John Sollars
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 “Dell said they 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. They said they did not believe the ad gave the impression that a cable was included but that, if a customer needed one, they had the opportunity to purchase one when they ordered a printer.”
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.”
I have to say in Dell’s defence that I can’t remember a printer manufacturer including cables with their printers since I was a small boy!. However if you do need a USB Printer cable we have them in stock here at Stinkyink Towers