11/26/2008 4:55:00 PM
iPhone Advert is banned by Advertising Standards Authority
An iPhone 3G television advert has been banned as a result of a judgment from the Advertising Standards Authority (ASA).
The ASA ruled that the advert wrongly advertised the device in terms of fast internet speeds.
The ruling marks the second time Apple has breached standards. The first time was in August and was over misleading claims on the navigation of the device.
The use of ‘very fast’ repeatedly in the advert caused 17 viewers to complain about the advert.
Due to varying 3G coverage, the internet speed cannot always be consistently fast. The ASA felt this was not adequately represented in the advert.
Apple UK said that the claims made in the ad were 'relative rather than absolute in nature'. And that the advert was merely a comparison of the iPhone 2G to the iPhone 3GThe ASA said: ‘We considered that the visuals, in conjunction with the repeated use of the claim "really fast", were likely to lead viewers to believe that the device actually operated at or near to the speeds shown in the ad. Because we understood that it did not, we concluded that the ad was likely to mislead.’