ASA keeping a close eye on the “4G” iPad

ASA keeping a close eye on the “4G” iPadWe still find it hard to believe that Apple decided to market the new iPad as 4G-compatible across the globe, when really said compatibility only applies to the US and Canada.

Consumers in Australia have been making a big noise, loud enough to score full refunds, and now we’re hearing that the Advertising Standards Authority (ASA) in the UK is keeping a close eye on things.

Last month, an ASA spokesperson said: “Without going through due process we can’t say whether the [UK] ad is likely to be problematic. If anyone has concerns about the [new] iPad ad then they can lodge a complaint with us and we will establish whether or not there is a problem under the [Advertising] Code.”

Now, an article from the BBC reveals that the ASA has received “dozens” of complaints about Apple’s new iPad 4G claims. As a result, Apple has reportedly modified some UK marketing content for the new iPad.

However, the “Wi-Fi + 4G” model still appears quite proudly on the Apple UK site, with a disclaimer waaaaay down at the bottom of the page explaining: “4G LTE is supported only on AT&T and Verizon networks in the US, and on Bell, Rogers and Telus networks in Canada.”

The ASA has vowed to investigate any new complaints. Well, that’s its job, innit?

Read more about: Apple iPad 3iOS

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14 comments

Pondlife  May. 1, 2012 at 11:25

The ASA is useless on the whole.

corgi74  May. 1, 2012 at 12:16

So the ASA has received between 24 and 96 complaints about 4G probably from people with no intention of buying this or any other Apple product because it's Apple. The type of people who come on here and use the word 'sheep' like they are the only person ever to do so.
Way to stick it to da man!!!

Pondlife  May. 1, 2012 at 12:24

Regardless it is a shoddy thing for Apple to imply and shouldn't be acceptable.

corgi74  May. 1, 2012 at 12:50

Maybe but legally they have done nothing wrong. In 2010 the ITU-R who sets the standards agreed that any system that shows a substantial improvement over 3G can be called 4G. They are classed as beyond 3G.
As the iPad can use HSPA+ (as can many other phones and tablets available in the UK) it can be called 4G under the ITU-R rules as HSPA+ is considered beyong 3G. AT&T call HSPA+ 4G in the US which is why AT&T iPhones started showing 4G when they updated to iOS 5.1
This is also why some US phones use LTE in their names to show they are true 4G and not fauxG. Which is strange because even LTE isn't technically a true 4G by the letter of the law.
So although morally they be in the wrong, legally they have done nothing wrong.

Pondlife  May. 1, 2012 at 13:03

Remains to be seen, no one in the UK has been calling such 3G things 4G. Aussie court case starts tomorrow, guess in a way it's more misleading there as they do have 4G network that it doesn't use.
Of course if our Networks weren't doing their collective best to slow down 4G in the uk it might have actually had 4G capabilities here too. Wonder if t-mobile could secure a UK4G version if they do get permission to go 4G later in year.

jaybear88  May. 1, 2012 at 15:27

Guys, why are networks struggling to get "permission" to upgrade their tech? :S

corgi74  May. 1, 2012 at 15:44

Guys, why are networks struggling to get "permission" to upgrade their tech? :S

All the other networks have put in official complaints about Everything Everywhere using their spare spectrum to start a 4G network ahead of the auction. They are waiting to see what Oftel decide.

jaybear88  May. 1, 2012 at 16:51

Hmm little on the fence personally then. I'm assuming that the spectrum is divided up amongst the relevant networks, giving them their own bands? I think it's gogling time to figure why the auction can't be moved forward if some networks are clearly anxious to upgrade the current tech!

corgi74  May. 1, 2012 at 17:07

I think the problem is due to the Orange & T Mobile merger they have so much spare spectrum they don't know what to do with it. They can turn 4G on straight away but everybody else will have to wait until they win the auction and get alloted some.
The other providers, rightly so in in my opinion, consider this unfair.
The auction time has been dictated by the analog TV turn off. Once that is complete they can then auction off the bandwidth.

jmarcelino  May. 1, 2012 at 18:03

I think it's gogling time to figure why the auction can't be moved forward if some networks are clearly anxious to upgrade the current tech!

No need to Google, the auctions can't be pushed forward because they depend on completion of the analogue TV switchover. LTE will use frequencies currently used by analogue TV.

In some regions (e.g. Tyne Tees, Northern Ireland...) this will only come later in the year.

Pondlife  May. 1, 2012 at 18:50

Well technically only the roll out to 4g needs to wait for the switchover surely the auctions could have taken place years back as they were supposed to, if the various networks weren't fighting over the details of what the auction will entail.

You can imagine how actively EE could be working to delay the auction if they get permission to run some 4G on their 3G allocated frequencies.

jaybear88  May. 3, 2012 at 10:20

^^ What he said

Pondlife  May. 14, 2012 at 13:30

Apple now drop the 4G tag from their uk shop.
Now wifi or wifi and cellular.

howieman  Aug. 30, 2012 at 01:52

The ASA are hopeless and complaining to them is a waste of time

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