Dell fined $6.5M after admitting it made overpriced monitors look discounted
Dell's Australia arm has been slapped with a $10 million AUD (about $6.49 million) fine for "making false and misleading representations on its website about discount prices for add-on computer monitors," the Australian Competition & Consumer Commission (ACCC) announced today. The Australian regulator said the company sold 5,300 monitors this way.
As Ars Technica previously reported, the ACCC launched litigation against Dell Australia in November. In June, the Australian Federal Court declared that Dell Australia made shoppers believe monitors would be cheaper if bought as an add-on item.
Here's how the "misleading representations" worked. Shoppers of Dell Australia's website who were buying a computer would see an offer for a Dell display with a lower price next to a higher price with a strikethrough line. That suggested to shoppers that the price they'd pay for the monitor if they added it to their cart now would be lower than the monitor's usual cost. But it turns out the strikethrough prices weren't the typical costs. Sometimes, the lower price was actually higher than what Dell Australia typically charged.