“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?” Apple’s television advert said.
“Which is why all the parts of the internet are on the iPhone.”
The ASA received two complaints claiming the ad was misleading.
Complainants argued that the handset can’t access all available websites because it lacks Java and Flash technology.
In its response, Apple argued that its claim referred to the full internet access available on the iPhone, compared with ordinary Wap phones.
“Apple said all the websites featured in the advert were available on the iPhone and were shown as they would be seen by the user,” the ASA’s adjudication said.
“It said none of the content in the ad was Flash or Java based and the ad did not mention any other technical capabilities of the iPhone.”
Despite that plea, the ASA upheld the complaints and ruled that the ad was “misleading”
The ASA told Apple not to broadcast the ad again in its current form.