Feeds

Apple forced to pull misleading UK iPhone ad

Small print fails to provide get-out clause

The Essential Guide to IT Transformation

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. ®

Boost IT visibility and business value

More from The Register

next story
Scotland's BIG question: Will independence cost me my broadband?
They can take our lives, but they'll never take our SPECTRUM
iWallet: No BONKING PLEASE, we're Apple
BLE-ding iPhones, not NFC bonkers, will drive trend - marketeers
Trying to sell your house? It'd better have KILLER mobile coverage
More NB than transport links to next-gen buyers - study
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
NBN Co adds apartments to FTTP rollout
Commercial trial locations to go live in September
Samsung Z Tizen OS mobe is post-phoned – this time for good?
Russian launch for Sammy's non-droid knocked back
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Backing up Big Data
Solving backup challenges and “protect everything from everywhere,” as we move into the era of big data management and the adoption of BYOD.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.