iPhone Ad Banned by UK's Advertising Watchdog Due to Misleading "Internet Capabilities" Claims

Apple's iPhone television ad that says "all the parts of the internet are on the phone" has been banned by UK's Advertising watchdog as it gives a misleading impression of the internet capabilities of the iPhone.

It was only last week that Apple's iPhone 3G "Unslow" ad had created some controversy in the blogosphere with some folks complaining that the ad is misleading, and that it sets wrong expectations. This time its an iPhone television ad aired in UK that has come under the scanner.

Apple's iPhone Ad featured an individual flicking through web pages on the iPhone to a voiceover saying:

"You never know which part of the internet you'll need. The 'do you need sun cream' part? The 'what's the quickest way to the airport' part? The 'what about an ocean view room' part? Or the 'can you really afford this' part? Which is why all the parts of the internet are on the iPhone."

This ad prompted complains from two customers claiming that the commercial was misleading to U.K.'s Advertising Standards Authority (ASA).

Apple in their defense had said:

"The ad was to highlight how the iPhone can offer access to all websites, while many other handsets only offer lower-level access to WAP versions of sites or those selected by service providers.

The web browser the iPhone uses, was built to open internet standards and since Flash and Java technology were not open source, adding that it could not ensure compatibility with every third-party technology in the marketplace."

They also pointed out that:

"None of the content in the ad was Java or Flash-based and that the line "all parts of the internet" meant website availability, "not every aspect of functionality."

However, Guardian has reported that ASA has upheld the complaints and has banned the ad from being broadcasted in UK. Their reasoning was quite interesting, they believe that since Apple's iPhone does not support Flash and Java, it is misleading to say that it brings users the entire internet.

Apple has declined to comment on the ruling.

You can check out the YouTube video of the banned iPhone ad below:

Do you really think the ad is misleading?

[via TUAW]

 

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Comments

[Frank]

The add isn't misleading there aren't that many websites built entirely on flash to make it that important. way to remove a great add brits

[Ahsan]

Well Definitely that ad is misleading,
how? simply it shows full page browsing just like on a pc but actually it does not run Java and Flash.

Even other phones like Sony Ericsson and Nokia have support java and flash lite

When will apple make a complete phone. in iPhone advanced features are there but basic features are out

[Richard Conrad]

So what's new? Apple ads have always been exercises in overstatement and misdirection. About time it caught up with them.

[Vishal]

I think thats a very good move. I am sure the apple fanboys will be mad about the ruling but in my opinion thats is something that should have been done a long time ago. No doubt the phone is amazing and so is iphonehacks.com, but it has its short comings and the advertising campaign has been misleading people abt the devices capabilities from day 1, hence the huge out-cry from the masses after the purchase.

[Vishal]

I think thats a very good move. I am sure the apple fanboys will be mad about the ruling but in my opinion thats is something that should have been done a long time ago. No doubt the phone is amazing and so is iphonehacks.com, but it has its short comings and the advertising campaign has been misleading people abt the devices capabilities from day 1, hence the huge out-cry from the masses after the purchase.

[Bourne]

Everyone wants to sue companies for ridiculous things just to make quick buck.

[Darren]

I didn't see any mention of a lawsuit...Am I blind?

[Zeeeee]

After watching the ad, i think it just shows some of the iphone's abilities (weather, Maps, Stocks, Safari), things it really does. I think the ad shows people how the iphone can bring the internet to their pockets, thus revolutionizing all the searches normally made from the home pc to "everywhere and when i really need it". Internet technologies or what specific site it supports are not even an issue in this matter.

[iFaunx]

I think there was nothing wrong with that ad! now if that ad had mentioned something about Java or Flash then let the rocks be thrown! You tell me that if you search for something on your iphone that your not gonna find it! Not only that but the entire commercial show them using apps that are available on the iphone. The majority of the world knows what an iphone can do. ne thngit cant do though! Cant be a british!