The Advertising Standards Authority (ASA) has told Apple to pull a recent TV ad for its iPhone 3G after receiving complaints that it was exaggerating the speed of the device's data connection.The advert showed a close-up of the new iPhone being used to surf a news web page, view Google maps and download a file, while a voice over stated: "So what's so great about 3G? It's what helps you get the news, really fast. Find your way, really fast. And download pretty much anything, really fast. The new iPhone 3G. The internet, you guessed it, really fast."
In the advert, all the actions had waiting times of only a fraction of a second, although small print stated: "Network performance will vary by location ".
Following complaints from 17 people, the ASA investigated the advert. Apple attempted to defend the content by arguing that the claims were relative rather than absolute in nature, and that the reference to 3G at the beginning clearly indicated that it was comparing the iPhone 3G with its 2G predecessor.
Apple also contended that the average viewer would understand that actual performance would rely on several factors because this is common to all mobile devices.
However, the ASA rejected Apple's defence, highlighting that the advert did not explicitly indicate a comparison with the original iPhone. Furthermore, the advertising watchdog stated that many viewers might not be fully aware of the technical differences between the different types of technology.
The ASA concluded that the advert was misleading because viewers were likely to believe that the device actually operated at or near to the speeds shown. Apple has been instructed not to show the advert again in its current form.
View: vnunet
Not misleading because Apple claims it's "really fast." It is. Certainly compared to 2G. Plus "really fast" is a relative claim.
Could be very misleading because of the visuals, however. Now tie in the verbal claims with the visuals, and you might be scratching your head when you're wondering why your own iPhone isn't that fast. If you're not very smart, that is.
Apple also contended that the average viewer would understand that actual performance would rely on several factors . . . ouch. Might be expecting a bit too much.
I guess some viewers missed the disclaimer on the screen that said: "Network performance will vary by location."
The ad was pulled. Fair enough. Seems Apple's biggest mistake here was forgetting how dumb some consumers can be.
Last edited by LTD on 26 Nov 2008 - 15:38
And what would you say if the article title is:
"Microsoft ad banned over Windows Mobile speed claims"?
Double your standards huh? Such a fan boy.
And what would you say if the article title is:
"Microsoft ad banned over Windows Mobile speed claims"?
Double your standards huh? Such a fan boy.
Microsoft don't make phones, and therefore cannot make any claims on the speed of the connection. Also, I can't see anything within LTDs post referring to Microsoft, nor stating that Apple are the great Gods of all eternity. Unless there was something in LTDs post before the edit and you decided to comment on it a full hour and a half later?
And what would you say if the article title is:
"Microsoft ad banned over Windows Mobile speed claims"?
Double your standards huh? Such a fan boy.
I have no problem with being called a "fan boy." I have good reason to be one.
Striving for mock-objectivity (feigning it, more speciifically) is much worse.
Not really, as even that is misleading - there is no location on this planet in which 3G can operate at the speeds shown in the advert.
Right on!
Apple says: "iPhone 3G Internet is fast!*"
* If your Internet connection is fast, that is.
Apple says: "iPhone 3G Internet is fast!*"
* If your Internet connection is fast, that is.
It's still "fast", LOL. It's a relative term. No wrongdoing there. Apple isn't required to qualify "fast." It's an ad. No guarantees were made. And whatever is implied is done so in the presence of a disclaimer.
The potentially misleading part was tying in the visuals to the dialogue. But then again, there was a disclaimer, stating that network performance will vary by location. Which is entirely correct. The disclaimer makes no guarantee of 3G operating at any given speed. That's what "vary" means.
People need to read the fine print.
This ad is really no more misleading than any other. Which is not to say other ads aren't misleading as well. The issue is very widespread. Singling out Apple on this issue seems a bit silly. But if it leads to a bit of "ad reform" across the board, then I'm for it. It'll be less confusing for Average Joe.
And what would you say if the article title is:
"Microsoft ad banned over Windows Mobile speed claims"?
Double your standards huh? Such a fan boy.
What are you?
1. A Fanboy hater?
2. A Microsoft fanboy? If yes you suck at it, LTD is a good example of a fanboy, he doesn't bash opposite fanboys for being fanboys.
You either are one of the too, or you were really out of comments that you just thought to add something to LTD's comment.
I'm not defending LTD, I'm just pointing out that people should stop replying to his comments like 'What if microsoft was there instead of apple'
Last edited by Darran on 26 Nov 2008 - 17:29
The fast speed shown in the video is simply sensational. Its like all the US manufacturer truck commercials earlier this decade and all the impossible (and not recommended) things they were showing that their trucks were capable of such as stop a jet airliner from taking off.
Uh, that's pretty much what this is...
"Apple has been instructed not to show the advert again in its current form."
Its common sence...
Its common sence...
Yeah, who cares about accountability and reducing sensationalism ... hell, let advertisers do whatever they want. Lie, mislead, ...
While the majority of the population are monkey see monkey do <-- Lie to these guys, more bananas here
Wrong. I find the Windows ads more misleading, and this is coming from a Microsoft supporter. Those ads with Seinfeld were just a massive waste of hundreds of millions of dollars, and the "I'm a PC" ads they're running are just as useless. All it's saying is a lot of people have PCs.
So basically you're saying that ads which state a fact are misleading? Great.
If you study a bit of marketing, you will know that not all ads should sell you a product, some ads are just for public image, I never liked MS advertisement anyway (not entertaining or creative), but the Seinfeld ones and I'm a PC are the best so far.
Why? It really is that easy.
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