Dell could be fined for not honouring advertising blunder prices

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Dell could be fined for not honouring advertising blunder prices

Warwick Ashford

Taiwanese authorities could fine Dell up to $700,000 in connection with two pricing errors on the firm's Taiwanese online store.

Earlier this month, Dell advertised £90 LCD monitors for £10 and repeated the mistake less than a week later by pricing a £1,150 notebook at £350.

In a statement, Dell apologised and said it would offer reasonable discounts on the orders received under the wrong price.

But Taiwan's consumer watchdog ordered Dell to honour sales to thousands of people who placed orders at the lower prices.

Now Taiwanese authorities are considering whether to fine Dell for failing to heed the order, according to Associated Press.

A government official said Dell had failed to protect customers' rights and its compensation was too small and not sincere, according to The Earth Times.

Dell Taiwan must submit plans for giving better compensation to customers, otherwise authorities can impose the fine.

"If Dell's compensation still does not satisfy customers, we do not rule out shutting Dell's online shop," the official said.


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