So what was the problem? Essentially this: "all parts of the internet are on the iPhone". All parts except those that need flash. Or Java for that matter.
The verdict?
"Upheld
The ASA noted that Java and Flash proprietary software was not enabled on the iPhone and understood that users would therefore be unable to access certain features on some websites or websites that relied solely on Flash or Java. We noted Apples argument that the ad was about site availability rather than technical detail, but considered that the claims "You'll 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. We concluded that the ad gave a misleading impression of the internet capabilities of the iPhone.
The ad breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising), 5.2.1 (Evidence) and 5.2.2 (Implications)."
This does raise an important point about tech toys (and yes, the iPhone is definitely one of those) - if you start advertising it as more than a toy and it doesn't live up to peoples expectations then you could end up in a whole world of trouble.
Realistically only two people (who could probably do with getting out in the fresh air a bit more I expect) complained about the advert - and to be honest the iPhone probably browses the web better than most other mobile phones.
I just hope those two complainants are proud of themselves - isn't that right Bill and Linus?
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