The Advertising Standards Authority (ASA) in the United Kingdom has banned an Apple television advertisement lauding the iPhone’s ability to view all parts of the Internet.
The ASA received two complaints from viewers that said the iPhone could not view all parts of the Internet because it did not support Flash or Java.
During the TV ad, the voice-over says “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 ended with on-screen text that stated “iPhone. Only on O2.”
In response to the complaints, Apple said the aim of the ad was to highlight the benefit of the iPhone in being able to offer availability to all internet websites, in contrast to other handsets which offered access to WAP versions or sites selected by service providers.
Despite Apple’s objections the ASA ruled the ad “gave a misleading impression of the internet capabilities of the iPhone.” Apple is not allowed to broadcast the ad again in its current form.