iPhone To Get New, Non-Misleading Ads In The UK
The iPhone won't be able to take its users on every corner of the web and UK shoppers need to know that, this was the verdict coming from the Advertising Standards Authority. As it follows, Apple UK will have to come up with new ads for the device.
August 27, 2008
Apple's argument that the ads were focused on the concept of availability and not on technical details was not enough:
“We noted Apples argument [...], but considered that the claims "Youll never know which part of the internet you'll need" and "all parts of the internet are on the iPhone" implied users would be able to access all websites and see them in their entirety. We 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.”
In the end, it came down to this: “The ad must not be broadcast again in its current form.”