The Advertising Standards Authority (ASA) has banned an advert for the Apple iPhone after receiving two complaints. The UK watchdog has pulled the advert for misleading potential customers about the capabilities of the phone, as it does not support Flash or Java.
The advert for the iPhone 3G showed a map of how to get to Heathrow airport and images zooming in on a weather forecast for Cape Town and the Watchdog said that it suggested that customers could see all parts of a website on the phone. Apple have said that the browser used – Safari was compliant with Internet standards and that the advert meant that websites were available to be viewed rather than giving all functionality. The company also added that Java and Flash were not open source technology and that Apple could not be responsible for third party software.
The advertising pre-vetting service, Clearcast had seen a demonstration of the phone and had received assurances from Apple and had given the go-ahead for the advert to be broadcast. However, ASA ordered the advert not to be broadcast in its current form because of its misleading nature.
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