Carphone Warehouse was angered by a recent advert which directly compared one of their laptop deals with its competitor.

It would seem that Carphone Warehouse has been upset by PC World running an advert in The Sun recently where a comparison was made between its laptop offer and one offered by Carphone Warehouse. Preparations are current being made by Carphone Warehouse to fight back and the possibility of a complaint being made to the Advertising Standards Authority is not being ruled out.

The advert in question, which was released by PC World’s parent company, DSG directly compared the laptop offered by Carphone Warehouse, called the ‘webbook’ and the advent 4211, which is its own model. The package Carphone warehouse offers is for a mobile broadband deal with orange and its free webbook whereas PC World offer a similar package but with its laptop and with Vodafone as provider.

PC world mentioned in its advert that its laptop ran Windows XP and had more memory inside, while Carphone Warehouse’s Webbook came with a Linux operating system installed. PC World also compared its mobile broadband tariff stating that its customers only paid £20 per month whereas those choosing Carphone Warehouse would be paying £25 per month.

A Carphone Warehouse representative stated: ‘They’ve completely ignored really basic stuff like their laptop is £280 and ours is £220, and the fact that customers are signing up to 18 months with us and two years with them.’

As would be expected Carphone Warehouse are currently making plans to retaliate with an advert of its own in direct response to the advert issue by PC World and will be pointing out that for customers looking for a good mobile broadband deal or a laptop, it is the first place they will come.

Laptops have already been seen by Carphone Warehouse as a very important part of its plans to expand and will be directly competing with DSG and another of DSG’s companies Curry’s Digital next year with the introduction of an offer called the Best Buy Big Box.