Recently Dell has received a lot of press coverage over its claim of having the world's most secure notebooks, specifically, its Latitude D630 and Latitude D830. [63] [64] [65]
According to a National Advertising Division (NAD) report released in late June 2008, Dell did not have enough evidence to support its claim as maker of the "world's most secure laptops" [66] within its marketing campaign. Lenovo filed the complaint to NAD accusing Dell of making unverified claims. [65]
Most of the criticism made by NAD relates to data encryption, both disk-encryption software and disk-encryption hardware, used in Dell's commercial notebooks. Dell uses hardware-based full disk encryption and software-based full disk encryption from third-party vendors such as Seagate Technology.[65]
"Although NAD determined that the advertiser could truthfully advertise its position as the first in the industry to combine these particular third-party components in creating secure systems for large businesses, NAD observed the distinction between the security provided to the individual computers and the security provided to a large network of computers." "Since not all of the components of the FDE Encryption Solution are equally relevant for all sizes of business, NAD recommended the advertiser make this distinction to the extent it intends to make broad security claims." "On the basis of the evidence in the record, NAD determined that advertiser demonstrated that it offered features of computer security that were both unique and meaningful to consumers."
The market expects laptops with full disk encryption to have data-at-rest (DAR) protection, but they remain vulnerable to cold boot attack, a type of side channel attack, which takes advantage of data remanence[67] [68] "However, it also determined that the broad claim "World's Most Secure" was not adequately supported and was appropriately discontinued."[65]
Dell voluntarily discontinued the "world's most secured laptops" advertisement after the announcement of the NAD investigation.
Dell's original claim[66] included:
"The industry-first solution delivers improved performance versus software-based encryption and automated compliance reports so customers are confident that encryption is enabled." "'Dell is at the forefront of laptop security because it ranks as a top concern for customers in an environment where more data is produced by an increasingly mobile work force,' said Margaret Franco, director, Dell Product Group. 'The industry-first solution we’re announcing today adds to our multi-pronged approach to security that delivers an ironclad assurance of protection.'”
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