Apple rapped for misleading iPhone ad

Posted on 27 Aug 2008 at 17:19

Apple has been warned not to repeat a television advert for its iPhone in Britain as the Advertising Standards Authority (ASA) ruled that the company exaggerated the phone's capabilities.

The ASA upheld two viewer complaints who felt the statements made in the advert: "you'll never know which part of the internet you'll need" and "all parts of the internet are on the iPhone", were misleading. The viewers argued that the iPhone that was featured in the advert did not support Flash or Java, both of which are integral to the running of many websites.

Apple rebuffed the accusations, claiming that although the two web technologies were not enabled, the iPhone in the advert could still access all sites across the internet.

The company argued that other devices, such as earlier generation WAP phones, could only see simplified versions of websites, or were restricted by their service providers to a limited range of sites. By contrast the iPhone had "full" internet access through its UK service provider O2.

However the ASA was not swayed by Apple's argument.

"We considered that, because the ad had not explained the limitations, viewers were likely to expect to be able to see all the content on a website normally accessible through a PC rather than just having the ability to reach the website," said the ASA in a written adjudication.

The regulator said the advert had breached three of its rules covering misleading advertising, evidence and implications.
"The ad must not be broadcast again in its current form," the ASA concluded.

Author: Dawinderpal Sahota

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