PC Science slapped by third ASA complaint

PC Science has had its knuckles rapped by the Advertising Standards Authority (ASA) over complaints about its national press campaign.

The scolding is the company's third scrape with the advertising watchdog in the past year. The latest complaint against PC Science - which recently won the lucrative Asda PC contract (PC Dealer, 3 March) - alleged that a five-year warranty offer gave the impression that parts were included for the entire period. The actual offer was a full warranty for the first year, with the warranty for the next four years only covering the return of the PC and labour. The ASA demanded it be made clearer.

PC Science admitted to the second complaint - that it had used an 'unsuitable comparison' to its October and November 1997 catalogue regarding PC and notebook pricing. The ASA stated: 'The authority welcomed the advertiser's decision to stop using a misleading price comparison and recommends it take copy advice in future.'

The third complaint was on the clarity of 'VAT inclusive' prices. PC Science was ordered 'to quote VAT inclusive prices at least as prominently as VAT-exclusive prices in (its) adverts'.

Steve Bennett, managing director of Software Warehouse, commented: 'The ASA is reasonably effective. We've had two run-ins in 10 years with it.

If it is really serious then the Office of Fair Trading gets involved.' PC Science was unavailable for comment.