Apple iPhone ad banned

Apple has been forced to drop an advert for the iPhone because it exaggerated the phone's speed. The TV advert for the newer 3G model led to 17 complaints to the Advertising Standards Authority (ASA), which were upheld by the regulatory body. In the ad Apple claimed the 3G model was "really fast". "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 advert claimed. In its response, Apple said that it was comparing the 3G model with its 2G predecessor. Furthermore, it argued the 30-second TV ad could not address every single experience and was simplified, but that viewers would understand that this was the case. In relation to speed, Apple maintained that the on-screen text "network performance will vary by location" that appeared at the end of the ad, underlined the "potential for performance variations". But the ASA in its ruling concluded that the ad, especially with the repeated use of the claim "really fast", was likely to mislead and must not appear again in its current form. www.asa.org.uk www.apple.com/uk/iphone Save up to £16 a year this Christmas when you subscribe to Web User!