Escom ad nauseam over cover charges

Escom has fallen foul of the Advertising Standards Authority for advertising PCs at prices that exclude the operating system.

The authority ruled that readers of the promotional brochure, the Escom Magazine, would assume a fully operational product could be bought for the advertised price. Escom was told to make it clear the price excluded the operating system.

The offending ad appeared on the front cover of the brochure and showed a monitor, keyboard and system unit next to the price of #849 plus VAT. Readers were directed inside the magazine for software offers.

The ASA has also asked Playstation retailer Playstation Direct to revise its advert pricing after one customer was charged #39.99 for Destruction Derby, originally advertised at #34.99.

The customer was told the game had gone up to #37.99 when he ordered it but when it arrived he had been charged #39.99 and given a #2 credit voucher for his next order. He was told if this was unacceptable he could return the unplayed game for a full refund.

When the ASA started investigating the complaint it discovered Playstation Direct had revised its advertising pricing to #36.99 but was still charging #39.99. The store claimed the pricing changes had occurred because its suppliers changed their prices daily.