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. “
