These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
Apple PowerMac G5
Complaint from: 8 viewers
Background
An advertisement for the new Apple Power Mac G5 claimed it was "the world's fastest, most powerful personal computer".
Issue
Viewers complained that the advertising was misleading because the main claim was based on the results of limited tests in which the specification of the computers used was configured to give Apple the best results.
Assessment
Prior to broadcast, the BACC's independent IT expert raised some concerns, which the advertiser responded to. The BACC was satisfied with the advertiser's further substantiation and approved the commercial.
The advertiser provided the ITC with evidence which it claimed showed that the tests, carried out by an independent third party, were "fair and even".
Due to the technical nature of the advertiser's response, the ITC asked the BACC to refer the complaints and the response to the BACC's expert. He found that the claim was not supported by independent reviews and that at best "the G5 was generally as fast as the best Intel-based workstations currently available".
The ITC considered that there was insufficient evidence to support the claim "world's fastest, most powerful personal computer". Furthermore, it shared one viewer's doubt that the claim could be substantiated at all because, as evidence for and against the claim had shown, computers were constantly being updated and had many different applications and benchmarks. It reminded the BACC of the importance to obtain solid evidence for such absolute claims. It judged that the advertising was misleading and required that it should not be re-shown in its current form.
Conclusion
Complaints upheld. Breach of ITC Code Rule 5.2.1.
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