Motorola’s advertising slogan is untrue and misleads customers, Advertising Standards Authority finds
The Advertising Standards Authority (ASA) says Motorola Mobility must stop advertising its Atrix device as “the world’s most powerful smartphone, as it misleads consumers.
The ASA launched an investigation into the use of the phrase in a TV advert that appeared on June 4 after receiving two complaints claiming the Samsung Galaxy SII i9100 was in fact more powerful than the Atrix due to its superior processor.
The Samsung device has a 1.2GHz dual core processor while Atrix has a 2x 1 GHz dual core processor.
Motorola Mobility, which was earlier this month purchased by Google for $12.5 billion told the ASA it had made the claims based on the overall performance of its device, not the processor.
Motorola Mobility said it made the claim based on the Atrix’s 1GB of RAM, webtop and ecosystem, its Flash 10 Player, qHD display, a 20 per cent more powerful battery than all known current competitors on a world scale, its biometric reader as well as its 2×1 GHz dual core processor.
A Motorola Mobility spokesperson said: “Motorola ATRIX was announced in January of this year and at that time we considered its combination of outstanding features to make it the world’s most powerful smartphone and our intention was never for consumers to imply fastest.”
The ASA however disagreed and said despite the fact Motorola Mobility showed all of the device’s features (pictured) during the advert in question, it felt consumers would still be under the impression the claims were based on its core processor.
“While we acknowledged the ad showed the phone being used with other associated accessories, we 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,” the ASA said.
“We considered most viewers would understand the claim ‘the world’s most powerful smartphone’, in context to a smartphone, to mean that the product had, among other features, a faster processor than any other smartphone.
“Because the Samsung Galaxy S II i9100 had a faster processor than the ATRIX, we considered the claim ‘The world’s most powerful smartphone’ had not been substantiated by comparative evidence and concluded that it was misleading,” the ASA concluded.
The ASA said MM had breached Broadcast Committee of Advertising Practice (BCAP) Code rules 3.1 (Misleading advertising), 3.9 (Substantiation) , 3.12 (Exaggeration) and 3.38 (Comparisons).