The viewer said the voiceover implied that all Dell models used Intel Pentium 4 processors, but the ad also featured a model with a different processor for a lower price of 拢349. The complainant said that this model was only indicated by on-screen text and unaware viewers might not realise it used a lower performance Intel Celeron processor.
The voiceover at the end of the ad said: "Dell PCs use Intel Pentium 4 Processors".
Dell, which was supported by the Broadcast Advertising Clearance Centre, said the implication was that some PCs used Intel Pentium 4.
However, the Advertising Standards Authority decided that the voiceover was ambiguous and gave the impression that all Dell PCs used Pentium 4 processors.
"We considered that some viewers might not have realised that the price of the Dell Dimension 2400 was relatively low because it had a Celeron processor. We considered that the advertisement created the misleading impression that all Dell PCs used Intel Pentium 4 and that prices started as low as 拢349," it said.
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