Apple has been slammed for misleading customers with an iPhone ad it screened in the UK - and has been told not to screen the offending segment in the UK again.
The Advertising Standards Authority (ASA) yesterday delivered its judgment in settlement of complaints made about the ad by two UK viewers.
These viewers complained that the ad implied a full internet experience on the iPhone, but that because the device does not support Flash and Java these claims were incorrect.
Defending the advert, Apple said it aimed to show that the iPhone could access all internet websites compared with other handsets that were limited to sites selected by service providers.
Apple argued that the two standards in question were proprietary, and not integral to the web experience. The ASA did not agree and declared against the company on a number of counts, saying the ad breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising), 5.2.1 (Evidence) and 5.2.2 (Implications).
The words within the Apple ad are: "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 ASA said the express nature of the claim would lead viewers to expect Flash and Java support, as such it rejected Apple's defence and declared the ad - created by long-time agency TBWA/Chiat/Day - to be misleading.
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Jennie said on Wed, 27 Aug 2008
Not like Apple to an over inflated claim.
Tom said on Wed, 27 Aug 2008
It's a shame they can't ban Microsoft for claiming to be innovative!
Sean Murray said on Wed, 27 Aug 2008
Sounds fair enough to me that the ad was removed. Flash and java is certainly a big part of the internet surfing experience.
Hurry up Apple tbh.
Harry said on Wed, 27 Aug 2008
2 UK viewers complained & the ASA made a Judgement...? wow!! unbelievable!!
benfrain.com said on Wed, 27 Aug 2008
I think the speed it shows the device and the internet working at (e.g. very speedy) is more misleading...
jukkatapio said on Wed, 27 Aug 2008
Full Internet experience is absolutely and totally impossible without Flash and Java. Advertising Standards Authority (ASA) is totally and leagally right in this issue. I would argue, that without Flash and Java you cannot have any basical experience at all of internet, while they are the basic corner stones and elements of the construction of internet. It is amazing that Apple does not include (after one and half year of excistance of the iPhone) the support of these basic elements in their iPhone 3G. Apples basic corner stone clientel is the graphic world ane Press. For us it is imppossible to adopt this kind of telephone that does not support the named functions while the internet is without them simply non excistant.
Richie said on Wed, 27 Aug 2008
Java was ever designed to be used for websites, even Windows dosn't support Java, you need to install it. Flash is also a n add on, plugin
jukkatapio said on Wed, 27 Aug 2008
Dear Richie, regardless how you call them they are the corner stone applications for the full internet experience.
Kris said on Wed, 27 Aug 2008
Few years ago, they banned the "fastest, most powerful computer in the world add" for the PowerMac G5. Which was true for commonly available computers. Apparently, these guys have issues with Apple.
And yes, you CAN surf the www without flash and java
J. said on Wed, 27 Aug 2008
The Internet is a set of Protocols. Java and Flash are not protocols. And quiet frankly, I think the entire world would be a much better place, polar ice caps wouldn't be melting, healthcare for everyone, and no flash on the internet.
James said on Wed, 27 Aug 2008
Regardless of Flash & Java it is still misleading. They played right into the hands of the critics. I also agree the speed the advert shows is even more misleading.
jukkatapio said on Wed, 27 Aug 2008
Yes Kris, absolutely true, You can surf the internet without Flash and Java, but isn’t it like listening rich music with a monologue loud speaker. If you add some stereo on it you may reach a richer experience for the full enjoyment of the task. Do not forget the issue here: full internet experience. Flash and Java are a must have even in the Apples computers so why not here in the iPhone especially with its excellent touch screen experience.
John Longford said on Wed, 27 Aug 2008
I'm a die hard apple mac and iphone user and I nevertheless couldn't agree more with the ASA decision. Flash is an integral part of the internet. It is everywhere, not least on every single news site and just about every site that hosts videos.
Apple can do whatever they want with their great phone, but please Apple don't quibble over silly nonsense about whether Flash is officially a part of the internet or not. It is everywhere and without it your iphone is only part functional. If you don't include it, then don't make false claims.
Liam said on Wed, 27 Aug 2008
I am both a iPhone and Mac user and agree with the ASA decision too. The iPhone is a great device and Flash is definitely a large part of the internet now a days
Xhris2210 said on Wed, 27 Aug 2008
Flash and Java may not be standard protocols but the average user would perceive there to be gaping holes in their internet browsing experience without them. It's frustrating because otherwise the iPhone/Touch browser is in a completely different class to other hand-held devices. You may be able to access flash and Java on other phones - but in my experience you wouldn't want to (and I've had a 'web-capable' 3G handset for years).
Nontheless, I hope this ruling will give Apple an additional spur to address these shortcomings in an otherwise exceptional device.
Muke said on Wed, 27 Aug 2008
In response to Harry - the actual number of complaints is irrlevant - no ad is taken down just because a high number of people complain, only if its found to be misleading. this is entirely regardless of whether its 1 or 100,000 complaints.
Jeff said on Wed, 27 Aug 2008
Flash is not part of the internet experience for me, and neither is Java.
In fact, I personally avoid websites using either. My kids use flash sites for games, that's pretty much all it's good for.
Personally I think proprietary standards should NOT be regarded as part of the web. are you going to say next that no web experience is complete unless you have Microsoft Office Professional because I might post some data in a downloadable Access 2007 database?
Ridiculous.
pooch said on Wed, 27 Aug 2008
Personally I'm happy to be in the situation where Apple's ad gets a slapped wrist an i DONT have flash on the iphone. Judging by the way many Flash based apps/ads make my macbooks cooling fan go mad I dred to think what impact Flash would have on the iphone battery life.
Richie said on Thu, 28 Aug 2008
Java is a cross platform programming language not a internet protocall.
Flash is not used for web pages, it is used to enhance webpages and the pages will work fine without it.
Richie said on Thu, 28 Aug 2008
Silverlight is a must for full internet access, you need it.
Well if you think Flash is a must then that is what you are saying.
All I can say is if you don't have my competing product to Flash & Silverlight you not getting full internet access, see how silly things are heading, Flash & Java only enhance website but not needed to get full internet access, do ISP say you need Flash for broadband.
Russ said on Thu, 28 Aug 2008
Are they going to ban adverts by car makers, hairsprays, soaps and virtually every other product on TV, they all make exagerrated claims, it's called marketing. More fool the ASAfor this action and giving Apple more free column inches.
Rammi said on Thu, 28 Aug 2008
Any advert that can be shown to false by a complainant must be pulled. They did not tell the truth. All adverts are the same, if only one person complains they must be investigated.
It is giving Apple more free column inches but it is all negative press. If you notice there has been little good press since it's release.
Richie said on Fri, 29 Aug 2008
Apple iPhone has full internet access, third party browser plugins are not regarded as part of the internet, say the Silverlight, Flash, Java, etc plugins, not even PCs or a Mac have all the plugins in the world for a browser just to show a webpage that has contents designed for a third party plugin, any one thinking Flash & Java is a required element for full internet access needs to be reeducated and de-brain washed, it is a plugin for a browser, not part of the internet, ftp, http, WebDAV etc are what the internet is.
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