Menu
UK bans Apple 3G iPhone advertisement

UK bans Apple 3G iPhone advertisement

The U.K.'s advertising watchdog on Wednesday banned a video advertisement for Apple's 3G iPhone, saying the ad exaggerates the phone's speed and is misleading.

The U.K.'s advertising regulator banned a video advertisement for Apple's 3G iPhone, saying Wednesday that the ad exaggerates the phone's speed and is misleading.

The Advertising Standards Authority (ASA) received 17 complaints about the advertisement, which shows a person whizzing through tasks such as opening a news page in a browser, using Google Maps and downloading a file.

All of the tasks "had waiting times of only a fraction of a second," the ASA said in a statement. A voice over says no less than five times that the 3G iPhone is "really fast."

In response, Apple told the ASA that the claim is a comparison between the 3G and 2G iPhone models, and that users would understand that performance could vary. The ad did include a text disclaimer that read "Network performance will vary by location."

However, the ASA found that the snappy visuals combined with the repetition of "really fast" would "lead viewers to conclude that the device actually operated at or near to the speeds shown in the ad."

Also, not all mobile phone users may be aware of the differences between 2G and 3G technology, ASA said.

Apple did not have an immediate comment on the ruling.


Follow Us

Join the newsletter!

Error: Please check your email address.

Tags iPhoneadvertising campaign

Featured

Slideshows

Kiwi channel closes 2017 with After Hours

Kiwi channel closes 2017 with After Hours

The channel in New Zealand came together to celebrate the close of 2017, as the final After Hours played out in front of a bumper Auckland crowd.

Kiwi channel closes 2017 with After Hours
Meet the top performing HP partners in NZ

Meet the top performing HP partners in NZ

HP honoured leading partners across the channel at the Partner Awards 2017 in New Zealand, recognising excellence across the entire print and personal systems portfolio.

Meet the top performing HP partners in NZ
Tech industry comes together as Lexel celebrates turning 30

Tech industry comes together as Lexel celebrates turning 30

Leading figures within the technology industry across New Zealand came together to celebrate 30 years of success for Lexel Systems, at a milestone birthday occasion at St Matthews in the City.​

Tech industry comes together as Lexel celebrates turning 30
Show Comments