Feeds

ASA bitchslaps Motorola on 'most powerful' Atrix boast

'We meant it had the most powerful battery'

Boost IT visibility and business value

The UK's Advertising Standards Agency has upheld complaints about the TV ad for Motorola's Atrix, which stated that the gadget was "the world's most powerful smartphone".

Two complainants, who either felt enraged enough by this hyperbole to comment or were feeling particularly brand-loyal, said they believed that the Samsung Galaxy SII i9100 had a more powerful processor and therefore challenged Motorola's claims.

Motorola attempted to defend its position by telling the ASA what it really meant was that the Atrix was the most powerful when you included the "Dual Core processor, 1GB RAM, webtop and ecosystem, FLASH 10 PLAYER, qHD display and a 20 per cent more powerful smartphone battery than all known current competitors on a world scale and a biometric reader".

So what it was saying was that when you consider you can plug it into a Lapdock and it'll power a full desktop browser as well as having a good battery, then you could say it was the most powerful.

But the ASA was having none of it and said while the ad did show the other stuff, it "considered viewers would understand the claim 'The world's most powerful smartphone', along with a close-up of the phone, to mean the phone, in isolation, was the most powerful smartphone".

It judged the ad had breached Broadcast Committee of Advertising Practice (BCAP) rules on Exaggeration, Misleading Advertisement, Substantiation and Comparisons and banned Motorola from making the claim again. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Three floats Jolla in Hong Kong: Says Sailfish is '3rd option'
Network throws hat into ring with Linux-powered handsets
Netflix swallows yet another bitter pill, inks peering deal with TWC
Net neutrality crusader once again pays up for priority access
Fifteen zero days found in hacker router comp romp
Four routers rooted in SOHOpelessly Broken challenge
EE: STILL Blighty's best mobe network, says 'Frappucino' Moore
Fresh round of network stats fisticuffs possibly on the cards here
New Sprint CEO says he will lower axe on staff – but prices come first
'Very disruptive' new rates to be revealed next week
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
Tech city types developing 'Google Glass for the blind' app
An app and service where other people 'see' for you
Canadian ISP Shaw falls over with 'routing' sickness
How sure are you of cloud computing now?
UK mobile coverage is BETTER than EVER, networks tell Ofcom
Regulator swallows this line and parrots it back out at us. What are they playing at?
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.
Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.