U.K. agency bans 'really fast' iPhone ad

The Advertising Standards Authority (ASA) has banned another iPhone ad after consumers complained it exaggerated the speed of the device.

A recent TV ad for the iPhone 3G stated: "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."

But how fast is it, really?

(Credit: Apple)

The ad showed a close-up of the phone being used to surf a news Web page, view the Google maps service, and download a file -- and all the actions had waiting times of only a fraction of a second.

Seventeen people complained to the ASA that the ad was misleading because it exaggerated the speed of the iPhone -- a judgment upheld by the watchdog, which said an on-screen text disclaimer stating "network performance will vary by location" was not enough to dispel the impression that the device actually operated at or near to the speeds shown in the ad.

The ASA failed to be convinced by Apple's counterargument that the claims made in the ad were relative rather than absolute -- and that it was intending to demonstrate the 3G iPhone allowed downloads and Internet access that was "really fast" by comparison to the previous Edge device.

The ASA said in its adjudication: "Although we acknowledged that the majority of viewers would be familiar with mobile telephones, we considered that many might not be fully aware of the technical differences between the different types of technology. We also noted the ad did not give an explicit indication of a comparison with the older 2G iPhone."

The ASA has ruled the ad must not appear again in its current form.

This is not the first time Apple has been scolded over iPhone ads. In August the ASA banned another advert for the iPhone -- which promised users access to "all parts of the Internet" on their Apple device, despite the phone's inability to display Flash or Java web content.

Natasha Lomas of Silicon.com reported from London.

[ewsachse]

HA HA!

[Idyot]

this iPhone 3G owner/provincial putz has the following reply:

ditto!

;)

[themortalgod]

Is it just me or does this seem odd? I mean almost every ad we see on TV these days paints the product in a slightly brighter light then it should. Consumers should know this by now... its not like McDonald's ads are being banned because the burgers look bigger and juicier then they really are or make-up ads being pulled because it doesn't make you look like a super-model...

The whole idea of advertising is to show the product at it's greatest to coax consumers into buying it...

[mynameiscoffey]

But that is in America, where BS shines brighter than gold. (disclaimer: I am American)

[victor_sf]

Yes, I agree. But let's say it that way - adds are a form of an art - beautiful, etc. They just have to draw attention to the product - not deliver the facts about it.

[malu05]

First of all i must agree... the speeds shown in that commercial is above any 3G connection you can do with your iPhone.
However i fully agree with "themortalgod" that this is kinda nothing compare to what we see in TV now a days. Cosmetics, Food you name it... it all over exaggerated.

[protagonistic]

Yet another attempt of Government regulators subverting the law of natural selection. It is nit any governments place to protect people from doing something stupid.

[superblue32]

Efficient markets require high quality, accurate information. It is most definitely the government's job to ensure lies & misinformation are not used to corrupt the efficient operation of the free market.

There are few benefits to being British rather than American, but this is one.

[-fjtorres-]

Actually, Apple comes under very strict scrutiny in the UK and australia because they have a long history of blatantly false ads for which they've been fined repeatedly. So they no longer get as much leeway as other, equally hype-slinging vendors.
Repeat habitual offenders always get treated harsher than first-timers.

[crue24]

Honest advertising? Clearly the Uk takes this much more seriously than the US. If US ads were accurate, every single person would be rich, in perfect health and extremely attractive...oh not to mention we'd be able to fly. I drink red bull constantly, but wings haven't started growing yet....can I sue?

[Hunnter2k3]

Exactly, why hasn't anyone complained over Red Bull yet?
Say, my fellow Brits, let us all complain.
Mind you, i haven't seen a Red Bull advert in a little while now.

[irperez]

Well, its about time Apple starts to get treated just like any other company would... They don't own the world and they are not above the law of the land.

[adeshpande]

Follow iPhone on Line Spout. http://www.linespout.com?q=iphone

[johnqh]

To get rid of exaggerated ads, first get rid of all the cute girls in all ads and commercials.

[tm_anon]

Apple isn't getting treated like every other company, it's getting treated differently. I'd like to see every advert shown on UK television being compared to Apples 3G ad and have every single ad that does the same type of thing pulled. Guaranteed there will be many many fewer ads shown.

[superblue32]

Aw, poor ickle Apple.

Actually they are being treated like every other company. UK advertising regs are tight & enforced - there was recently a ruling against a cosmetic company that had used fake eyelashes to enhance its mascara's effects.

[Vegaman_Dan]

I cannot address the 3G issues. I can, however, speak from experience with my 32Gb Touch and can state that it is nowhere near as fast as the ads make it look. Just bringing up things like the music application can take 2-5 seconds, and if you do something silly like get impatient and choose a different icon, you're just locked up the unit for 10 seconds or more.

While that doesn't seem like a lot, it is an eternity when you're trying to bring up data fast. The ads make it appear that you can change apps quickly on the fly which simply isn't the reaility of the situation. It's pretty quick, but nowhere as quick as a Windows Mobile, Blackberry RIM, or other PDA/MID. It's just prettier.

[honorable1]

Stupid Brits. Plain and simple. Coming to an AmeriKa near you , soon !

[Riquez-001]

Advertising Standards are strict in the UK, but they have to receive complaints before they act.
& boy, do some people like to complain about Apple.

[ferretboy88]

3G my tail.

[MaggieRed]

Guess that applies to all 3G phone ads like the one showing the runner doing everything at super speed while running a race, which I believe is Blackberry.

If the Brits would take their heads out of their rear ends sometimes, perhaps they'd understand it's advertising, it's all BS.

You people need to get over yourselves.