Kindle ad cleared by UK advertising watchdog

An advert for Amazon’s Kindle ereader has been cleared by the UK’s advertising watchdog, the Advertising Standards Authority.

A customer complained that a TV ad for the Kindle was misleading because it did not state that a mains charger was not included with the product as standard.

However the ASA rejected the complaint, noting both that the product box included a USB cable which allowed buyers to charge the device.

In its ruling the ASA said it: “acknowledged that there would be some consumers interested in the product who would not own or have access to a USB-enabled device.

“However, we considered that these consumers would be in a minority and would not represent the average consumer.

“We considered it reasonable to expect consumers who did not own or have access to a computer to check either the product information, if purchasing online, or the packaging if purchasing in-store, to ensure that the product was suitable for them before making a purchase. “

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