Following seventeen complaints, Apple has withdrawn a TV advert after
the UK’s Advertising Standards Authority (ASA) upheld the series of
complaints that misrepresented the quality of 3G network download
Apple UK said that the claims made in the ad were
relative rather than absolute (no pun intended.) They also pointed out
that the voice-over featured in the advert stated "So what’s great
about 3G?" Apple said the claim positioned the content of the ad as a
comparison of the new 3G iPhone with its 2G predecessor. As such, they
said the 3G iPhone was ‘really fast’ by comparison and that no other
implication was implied.
A number of US customers are trying
to sue the firm over its 3G claims, even though they maintained that
the average mobile user would have understood that a device’s
performance varied due to several factors – positioning and content to
name a couple.
The ASA noted Apple maintained that the ad was
intended as a comparison but that not all mobile phone users would be
aware of the technical differences between the types of technology,
even if the majority were aware.
It was also noted the advert
did not give an explicit indication of a comparison with the older 2G
iPhone. The ASA has now ruled that the advert must not appear again in
its current form. It seems that Apple needs to scratch its head for a
new ad campaign.