The Advertising Standards Authority has officially chastised Apple over its claims that Internet access on the second-generation 3G iPhone is “really fast
,” stating that the company needs to pull its advertising pronto.
According to BetaNews
, the ruling by the advertising industry's self-regulatory body states that the company has violated three sections of the BCAP TV Advertising Code: the provision of adequate objective evidence to support claims made during an advertisement; descriptions, claims, and illustrations that do not imply attributes or performance beyond that achievable in normal usage; and no sneakily using techniques that “is likely to give a misleading or unfair impression of the product or service.
The Authority, acting on seventeen complaints from members of the public, decided that Apple's use of split-second load times in the demonstration provided during the advert along with the voice over stating that news, directions, and Internet access are all “really fast
” on the new device contravened the code enough to require the advert to be pulled and re-worked before it can be broadcast again. In particular, the Authority ruled that no objective evidence to support the claims of “really fast
” Internet access was provided.
Replying to the Authority's adjudication
, Apple claimed that the superlatives used during the advertisment were merely a comparison with the previous 2G version of the iPhone. Additionally, the use of fine print across the bottom of the 30-second slot stating that “network performance will vary by location
” absolved them of the need to provide objective evidence for the speed possibilities. Sadly the for company, the Authority disagreed: stating that “the ad did not give an explicit indication of a comparison with the older 2G iPhone
” and that Apple must not show the advert in its current form again.
Do you believe that Apple's use of split-second wait times during the advert was deliberately misleading, or has the ASA been a trifle harsh in its ruling? Share your thoughts over in the forums