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Motorola ad misleading: UK’s ad body

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MUMBAI: The UK‘s Advertising Standards Agency has banned the television ad for Motorola‘s Atrix, which stated that the gadget was "the world‘s most powerful smartphone".

The ASA received two complaints from fans of Samsung‘s Galaxy smartphone range arguing that the Samsung Galaxy S II i9100 had a more powerful processor and, hence, Motorola‘s claim to be the fastest is misleading.

Motorola attempted to defend its position by telling the ASA that the ad meant the Atrix was the most powerful when you included the "Dual Core processor, 1GB RAM, webtop and ecosystem, Flash 10 Player, qHD display and a 20 per cent more powerful smartphone battery than all known current competitors on a world scale and a biometric reader".

But the ASA said that consumers would understand the TV ad to mean that the phone by itself was the world‘s most powerful smartphone. It "considered viewers would understand the claim ‘The world‘s most powerful smartphone‘, along with a close-up of the phone, to mean the phone, in isolation, was the most powerful smartphone".

It judged the ad had breached Broadcast Committee of Advertising Practice (BCAP) rules on ‘exaggeration, misleading advertisement, substantiation and comparisons’ and banned Motorola from making the claim again.

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