When Apple debuted its Power Mac G5 last year, the company called it “the world’s fastest, most powerful personal computer.” Some voices within the PC market responded to Apple’s claims with howls of derision and incredulity. Apple competitor Dell Inc. felt strongly enough about the claim to complain to the Council of Better Business Bureaus, Inc. The group’s
National Advertising Division (NAD) recommended in a recent press release that Apple discontinue its performance claims.
The Council of Better Business Bureaus Inc. (CBBB) is the umbrella organization for the Better Business Bureau system, a voluntary industry watchdog organization “dedicated to fostering fair and honest relationships between businesses and consumers.” The NAD is the advertising industry’s self-regulatory forum.
“NAD determined that the evidence provided by Apple did not provide a reasonable basis for its broad unqualified claims,” said the statement. “NAD further determined that the advertiser’s claim, ‘the world’s first 64-bit processor for personal computers,’ could reasonably be interpreted to apply to workstations, in the context in which it was presented.”
The CBBB is not a government agency, so its finding carries with it no regulatory or legislative weight, but NAD’s findings did merit a response from Apple. While not provided by NAD directly, it is referenced in their statement.
“Apple expressed that it supported the self-regulatory process and voluntary compliance with NAD recommendations. Apple further stated that its ad campaign has already run its course and that it ‘will be mindful of NAD’s views in its future advertising.'”
Apple could not be reached for comment as MacCentral posted this article.