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UK advertising body backs Apple in iPhone dispute

updated 04:00 pm EDT, Thu July 30, 2009

UK's ASA backs Apple

The UK's Advertising Standards Authority has ruled in favor of Apple in a third case involving iPhone ads, reports say. Some 10 complaints were filed with the ASA in relation to a recent TV spot, which emphasizes the wide variety of iPhone apps available and insists they are "only on the iPhone." That last statement is inaccurate, the complaints allege, because the T-Mobile G1 also has access to a variety of apps at a separate store.

Apple's response to the complaints points out that while the G1 can access 2,100 apps in nine countries, there are over 65,000 iPhone apps, accessible in 88 countries. Indeed, Apple comments, a number of developers have only released their software at the App Store. The ASA's ruling seizes on this point, pointing out that viewers "would understand the claim 'Only on the iPhone' to refer to the range of apps available and the user experience of the App Store and iPhone, and not that they were the only company to provide applications for mobile phones."

Two previous ads have landed Apple in trouble with the ASA, which enforces stricter truth-in-advertising controls than those found in the US. One ad was blocked on the basis of misrepresenting Internet speeds; another was halted for claiming "all parts of the Internet" were on the iPhone. In the latter case, the ASA agreed that a phone without Flash or Java could not realistically be said to represent the Internet.

by MacNN Staff



  1. Raman

    Joined: Dec 1969


    We need this.

    It would be nice if the US had some sort of functional governing body that forced truth in advertising like GB does.

    Off to take my pills for "male enhancement" :)

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