Apple iPhone TV Ad Banned In UK As 'Misleading'

The ad, which touts the iPhone's ability to completely surf the Web, apparently didn't take into account the problem the device had with surfing Web pages that use Flash and Java. The Advertising Standards Authority (ASA) has ruled that the ad cannot be rebroadcast in its current form.

The iPhone ad flap stems from the voice over that is carried throughout the 30-second television spot. As the speaker touts the benefits of the phone, the claim is made that the iPhone is able to surf all parts of the Web.

"You never know which part of the internet you'll need. The do you need sun cream part? The what's the quickest way to the airport part? The what about an ocean view room part? Or the can you really afford this part? Which is why all the parts of the internet are on the iPhone," the ad stated.

Unfortunately, consumers disagreed with the Cupertino-based company's claim, pointing out that sites using Flash and Java -- which consist of a fairly large portion of the Internet -- are not supported, and the ASA sided with the consumers.

Apple, in its defense, was quick to point out the semantics of the ad and argued that it did not mislead consumers.

According to the ASA, Apple argued that the Safari browser used on the iPhone was built to the same open source standards as its companion on a home computer; compatibility between proprietary software, such as Flash and Java, require a third party plug-in to function. Apple goes on to argue that the Safari browser found on the iPhone complies with open source Internet standards and could not "ensure compatibility with every third party technology in the marketplace."

More to the point, however, is that Apple believe the ad was not about "technical details or the functionalities or plug-ins that were available on the iPhone, but the varied Websites that users could visit and utilize."

The ASA disagreed with Apple on each point, saying that ultimately it was the language used in the ad and the lack of Flash and Java support that spurred the ruling.

"We [the ASA] considered that, because the ad had not explained the limitations, viewers were likely to expect to be able to see all the content on a website normally accessible through a PC rather than just having the ability to reach the website. We concluded that the ad gave a misleading impression of the internet capabilities of the iPhone," said the report on the ASA's Website.