Apple claiming iPhone 3G is 'really fast' deemed false by UK regulators
The UK's Advertising Standards Authority determined today that an Apple TV ad's claims about its iPhone 3G's relative download speeds is misleading and exaggerative, and must be pulled.
The ASA received 17 complaints from television viewers who believed Apple's "So what's so great about 3G?" ad for the company's latest iPhone inaccurately portrayed the speed of the iPhone 3G. In the ad, Web pages are loaded in a fraction of a second with a voice-over stating (four times) that news, directions, and the Internet are each "really fast."
According to the ASA, this ad violates three sections of the BCAP TV Advertising Code:
Apple's response was that the ad was clearly comparing the 3G's speed against its 2G predecessor, and that the average viewer, as a mobile phone user, would understand the device's performance would vary. It said it reinforced that understanding by including the on-screen fine print, "Network performance will vary by location."
The ASA, however, determined that there was no explicit comparison with the 2G iPhone, and that the visuals in combination with the repeated claim "really fast," was likely to mislead viewers. Therefore, it declared, the ad as seen here must no longer be aired in the UK, and must be altered or retired.