ASA criticises O2 for 'misleading' iPhone 5 ad

ASA criticises O2 for 'misleading' iPhone 5 ad

O2 has been criticised by the Advertising Standards Authority for a misleading ad about iPhone 5 pre-orders.

The agency received six complaints about a statement on O2's website that said if the operator received a pre-order by 4pm before the day the phone went on sale, the handset would be sent on its launch day. O2 said there were two different types of orders for the iPhone 5 before it went on sale. Pre-orders were made through a number of sales channels, like online or telesale, and supplies ran out at different times in each channel. Once those supplies were exhausted, the operator placed what it called 'standard orders', which could take up to three weeks to be fulfilled.

The ASA said it did not make this distinction clear to customers and concluded the claim of guaranteed delivery was misleading. It said O2 must remove the claim and ensure it makes the clear the difference between pre-orders and standard orders in future.

An O2 spokesman said: 'We accept the ASA’s ruling and apologise to those customers who were led to believe they would get an iPhone 5 the next day as a result. We can confirm that the claim will not appear again in its current form, and we will ensure that our ads make clear the distinction between ‘Pre-Orders’ and ‘Standard Orders’ in future.'

Editor: Graeme Neill

Written by Mobile Today
Mobile Today

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