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Apple who has been accused of misleading consumers and has been forced to pull a TV advertisement that exaggerates the speed of the new 3G iPhone. The same commercial is currently running in Australia.
The Advertising Standards Authority in the UK has said that the commercial is misleading as consumers cannot access the Internet and web pages quickly as the Apple TV commercial portrays.
The use of the phase “really fast”, was misleading the ASA said.
In the commercial consumers are shows a close-up image of the device being used to surf the internet, download a file and view Google maps, with just seconds between each action. A voice over claims “So what’s so great about 3G? It’s what helps you get the news, really fast. Find your way, really fast. And download pretty much anything, really fast. The new iPhone 3G. The internet – you guessed it – really fast.”
According to the ASA 17 viewers complained that the advert was misleading because they believed it exaggerated the speed of the 3G iPhone.
The ASA upheld the complaints and ruled that the advert must not appear again in its current form. Apple said that the claims were “relative rather than absolute in nature” and that the advert was supposed to compare the speed of the new 3G model with its 2G predecessor.
The company added that text on the advert stating “network performance will vary by location” highlighted that speeds could differ depending on where a customer was.
But the ASA said the advert did not make it clear it was comparing the two phones and that many viewers might not be fully aware of the technical differences between the different 2G and 3G technologies.
The new ban comes just three months after the ASA shelved a previous iPhone advert, which had claimed that “all the parts of the internet are on the iPhone”. The ASA said the claim was misleading because the iPhone did not support Flash or Java – two programs that form part of many web pages.
The Australian Standards Bureau’s Complaint’s Manager Peta Power told Smarthouse that a British ruling doesn’t have any effect here, and they would have to receive a complaint in Australia to take any action against the advertisement.
To read the full judgement see ASA here.
