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.