ASA Pulls Apples iPhone Advert for Really Fast Internet Claim
Posted: 26th Nov, 2008 By: MarkJ
The Advertising Standards Authority (ASA) has upheld seventeen complaints from viewers of a TV advert for Apple's 3G (Mobile Broadband) equipped iPhone. They complained that the promotion made the iPhone's Internet access features look considerably faster than reality:
The ASA upheld the complaints and concluded that Apple's repeated use of the "really fast" claim was likely to lead viewers to believe that the device actually operated at or near to the speeds shown in the ad. The advert has been removed and must not appear again in its current form.
A 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."
The ad showed a close-up of the product being used to surf a news webpage, view the Google maps service and download a file; all the actions had waiting times of only a fraction of a second. On-screen text stated "Network performance will vary by location".
The ad showed a close-up of the product being used to surf a news webpage, view the Google maps service and download a file; all the actions had waiting times of only a fraction of a second. On-screen text stated "Network performance will vary by location".
The ASA upheld the complaints and concluded that Apple's repeated use of the "really fast" claim was likely to lead viewers to believe that the device actually operated at or near to the speeds shown in the ad. The advert has been removed and must not appear again in its current form.
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