The Advertising Standards Authority has ruled that a computer warehouse which presented a picture of the computer with a screen in a brochure while the price only referred to the central processing unit alone‚ must withdraw the advert. Dr Vincent Watters laid a complaint with the ASA against Matrix Warehouse on the printed brochure distributed by the respondent during the month of September 2016.The brochure‚ which promoted a number of computer-related items‚ included the following item on page 8:"The first TRUE ANDROID PC” with an image of a monitor‚ keyboard‚ and mouse. It lists the hardware specifications‚ and stipulates "INCLUDES: Wireless Keyboard & Mouse”. The words "Home Entertainment Office & Education Unit” are also prominently displayed. Directly next to the image of the unit‚ it again states: "The World’s First True Android PC” and "Includes Wireless keyboard and mouse”.However‚ the advertised offer did not include a monitor‚ and required one to purchase a monitor as well in order to use the computer.Watters argued that the advertisement was misleading‚ because it created an impression that this offer included a monitor as depicted in the picture.He said attempts to resolve the dispute with the respondent “were met with excuses and resistance‚ and a reliance on a disclaimer that appears on another page‚ which states‚ inter alia‚ that ‘… Pictures are for illustration purposes only & may vary from actual product supplied …’”ASA said that Clause 4.2.1 of Section II of the Code states "Advertisements should not contain any statement or visual presentation which‚ directly or by implication‚ omission‚ ambiguity‚ inaccuracy‚ exaggerated claim or otherwise‚ is likely to mislead the consumer”.It said there was nothing in advertisement that alerted the consumer to any material conditions or exclusions applicable to the offer‚ or to the fact that what is depicted on the advertisement is not necessarily what is on offer.ASA ruled that Matrixwarehouse :• Withdraw the advertisement• Ensure that the process of withdrawing the advertisement is actioned with immediate effect on receipt of this ruling• Ensure that the process of withdrawing the advertisement is completed within the deadlines stipulated by Clause 15.3 of the Procedural Guide; and -Refrain from using this advertisement again in its current‚ unqualified format.TMG Digital..