The ASA has said the advertisement should not be broadcast again in the same form, after it received 17 complaints from users who had been misled by the advert, which claimed Web pages would load in under a second.
Past Banned iPhone Ads in the UK
This is not the first time Apple's UK advertisments have come under fire. In August 2008 the ASA banned an Apple television advertisement lauding the iPhone's ability to view all parts of the Internet.
The ASA received two complaints from viewers that said the iPhone could not view all parts of the Internet because it did not support Flash or Java.
During the TV ad, the voice-over says "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 ad ended with on-screen text that stated "iPhone. Only on O2."
In response to the complaints, Apple said the aim of the ad was to highlight the benefit of the iPhone in being able to offer availability to all internet websites, in contrast to other handsets which offered access to WAP versions or sites selected by service providers.
Additional issues have also been raised with Apple advertising here in the U.S.
June 2004: Not So Fast, Power Mac
Apple boasted that its Power Mac G5 was the "world's fastest personal computer." The ASA, again on the offense, didn't agree. It found the computer wasn't fastest "in all circumstances, for all applications," citing independent tests that marked two Dell models as the speedier machines.
May 2007: Color Me Mad
Apple's assertion that its MacBook and MacBook Pro notebooks supported "millions of colors" came under assault when two California users argued otherwise. The men said the "millions" figure was just an illusion created by dithering and that the notebooks' displays, in actuality, were disappointing. Apple ended up settling the suit this past March for an undisclosed amount.
(additional information was added from PC World contributor JR Raphael and Macworld.com's Jim Dalrymple)
This story, "Apple 'Really Fast' iPhone Ad Banned in UK" was originally published by PC Advisor (UK).