Feeds

Apple forced to pull misleading UK iPhone ad

Small print fails to provide get-out clause

Security and trust: The backbone of doing business over the internet

Apple's latest iPhone advert has been condemned by the ASA for giving the impression the phone could download and install applications quickly and easily, forcing the firm to pull the ad.

The advert shows the usual downloading and installing of an application with amazing ease, and ends with the small print reading: "Steps removed and sequence shortened. Network speeds may vary." This disclaimer basically means they could have shown anything on the screen and claimed it was software being installed.

We've been here before of course. Last time it was a US ad that was so successfully compared to reality in a video posted to YouTube, and in the UK Apple got slapped for claiming the whole internet was bundled with every iPhone. But there's a difference between showing things happening quickly and removing steps needed to complete the process you're supposed to be demonstrating.

It's a shame, as installing applications on the iPhone really is very smooth, but 17 people felt the ad was misleading and it won't be shown again in its current form. Not that Apple will care - the Advertising Standards Authority is a toothless regulator run by the industry, so recommending ads be removed is all it can do these days. ®

Protecting users from Firesheep and other Sidejacking attacks with SSL

More from The Register

next story
Brit telcos warn Scots that voting Yes could lead to HEFTY bills
BT and Co: Independence vote likely to mean 'increased costs'
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
ISPs' post-net-neutrality world is built on 'bribes' says Tim Berners-Lee
Father of the worldwide web is extremely peeved over pay-per-packet-type plans
New 'Cosmos' browser surfs the net by TXT alone
No data plan? No WiFi? No worries ... except sluggish download speed
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
Turnbull: NBN won't turn your town into Silicon Valley
'People have been brainwashed to believe that their world will be changed forever if they get FTTP'
Google+ GOING, GOING ... ? Newbie Gmailers no longer forced into mandatory ID slurp
Mountain View distances itself from lame 'network thingy'
Blockbuster book lays out the first 20 years of the Smartphone Wars
Symbian's David Wood bares all. Not for the faint hearted
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.