unlimited: not limited or restricted in terms of number, quantity, or extent.
It seems that the Advertising Standards Agency (ASA) has a problem interpreting the standard dictionary definition of “unlimited”, because it has ruled in favour of a mobile phone company which used the word before “data” but really meant “250MB per month”.
Yes, it’s one of those words that should bring joy to the hearts of consumers (well, unless it precedes “torture” or “bills” or some other unpleasantness) — and yet so many tech-related companies abuse it mercilessly.
The ASA has already proved itself ineffectual in complaints against broadband providers who boast of “unlimited data plans” and yet cap or throttle users for breaking the obscure “fair use” policies…
Turns out that the 3G iPhone isn’t “really fast” after all. In fact, by saying so, Apple broke Advertising Standards Agency rules.The ASA upheld complaints by 17 people who said that their iPhone 3G was anything but fast, and that the TV advert had misled them.
The ad, if you’ve not seen it, goes on and on about how the iPhone 3G is ‘really fast’, and shows maps and news sites appearing in milliseconds. 3G’s good, but even in central London it’s not that good. Apple, therefore, will not be able to broadcast the advert again in its current state.
No word whether a new version of the ad will include 20-second ‘loading’ pauses and random Safari crashes.
ASA’s ajudication (via the Big British Castle)
The Advertising Standards Agency has been busy vetting technology ads recently. No sooner has it finished rapping Apple for misleading iPhone ads, or Virgin Media for sending bullet-hole mail through people’s letterboxes, then it’s on Vodafone’s case for blurting out the terms and conditions too quickly on a recent radio ad.
A whale-eared listener complained to the watchdog because the words were so fast that it was hard to hear the message. To be honest, I’m of the opinion that there are always several reams worth of finely printed contractual legalese attached to any product, and am happy for the cursory nod any radio advertiser gives to them to be over with as possible…