Feeds

Ads watchdog slaps down Sony smartphone battery life claim

Maker didn't mention 'lab conditions'

The Power of One Brief: Top reasons to choose HP BladeSystem

The Advertising Standards Authority (ASA) has told Sony Ericsson never again to claim that a smartphone's battery will run for more than 18 days on a single charge without making it clear in what conditions that battery life can be achieved.

The ruling follows a complaint from a punter who spotted the statement, "standby time (up to) 446 hours", on SE's X8 website and didn't believe it was possible.

The watchdog challenged the phone maker to justify its claim. SE said the oft-used caveat "battery performance may vary depending on network conditions and configuration, and phone usage" was sufficient to cover it should users experience considerably less battery life than that.

SE also provided the ASA with test data that showed the X8's battery will indeed last for 446 hours but only in "a controlled laboratory environment", the organisation said.

"Without qualification explaining that the maximum level was theoretical, we considered that consumers would infer from the ad that the battery was capable of lasting this long during normal consumer use… whereas we understood that the battery life during normal use could be considerably lower," the ASA ruled.

Alas, the ASA can only rule on specific complaints. Yet Sony Ericsson's battery life caveat is one used by every phone maker, though the wording may differ slightly. We hope SE's competitors will learn from this ruling and present truly realistic battery life timings in future. ®

Using blade systems to cut costs and sharpen efficiencies

More from The Register

next story
Report: American tech firms charge Britons a thumping nationality tax
Without representation, too. Time for a Boston (Lincs) Macbook Party?
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
Child diagnosed as allergic to iPad
Apple's fondleslab is the tablet dermatitis sufferers won't want to take
Microsoft takes on Chromebook with low-cost Windows laptops
Redmond's chief salesman: We're taking 'hard' decisions
For Lenovo US, 8-inch Windows tablets are DEAD – long live 8-inch Windows tablets
Reports it's killing off smaller slabs are greatly exaggerated
Cheer up, Nokia fans. It can start making mobes again in 18 months
The real winner of the Nokia sale is *drumroll* ... Nokia
prev story

Whitepapers

Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
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.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.