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UK Shuts Down iPhone 3G Ad

Wednesday, November 26th, 2008 at 12:05 PM - by

An iPhone 3G commercial in the U.K. won't get any more air time now that the Advertising Standards Authority (ASA) has blocked the ad over complaints that it is misleading. The agency apparently received 17 complaints claiming Apple was misrepresenting the combination iPod and smartphone's Internet performance, according to BBC News.

The commercial in question stated that the iPhone's Internet performance was "really fast," and showed a Google Maps page loading in less than a second. The commercial also displays the text "Network performance will vary by location."

Apple asserted that its performance claims were "relative and not absolute," and that it was comparing the iPhone 3G to the original EDGE-based model. The ASA didn't buy Apple's argument, so the ad has been banned as misleading.

If Apple modifies the ad so that the ASA no longer sees it as misleading, the agency could allow it back on the air.

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A guest said: (hide)

Wed Nov 26, 2008 1:46 pm

It seems to me that the U.K. finds everything Apple does as wrong for one excuse or another. It seems the organizations in the U.K. don't like it when Apple does business there and actually makes sales. I'm starting to think that the U.K.'s legal system is being anti-competitive against Apple in particular. The advertising is no different then RIM or any of the other phone ads that I've seen. They have to speed things up or the commercial wouldn't have time to get there message across without making 10 commercials, one for every feature. Doesn't the legal system in the U.K. have more important issues to solve besides blaming Apple for whatever they do over there.

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A guest said: (hide)

Wed Nov 26, 2008 1:50 pm

Good grief. Apparently people can't read or they take everything they see as truth. Seriously.

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A guest said: (hide)

Wed Nov 26, 2008 2:10 pm

If RIM make an advert that is misleading and somebody complains then the ASA will investigate; that's what they do.

Stop moaning that it's so unfair on Apple, the same rules apply to every advert.

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A guest said: (hide)

Thu Nov 27, 2008 10:14 pm

Ads should be honest. The fact that many aren't is no excuse. If "our" company runs a misleading ad and gets caught we should be embarrassed not obstinate.

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A guest said: (hide)

Sun Nov 30, 2008 12:09 pm

I think its well known that MS has purchased the UK from the Queen for an undisclosed amount and unlimited free technical support. This may be the reason Apple products have suddenly become the targets of the UKs legal system.

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