The UK Advertising Standards Agency has ruled in favour of Apple and Vodafone in a complaint brought by an iPhone customer over allegedly misleading Siri advertisements in the UK.
The complainant challenged that the website ad of October 2011, for voice activated mobile phone software "Siri" was misleading, because it did not specifically state that the location-based Siri functionality only worked in the US.
The ad stated that Siri can even use information from your iPhone such as your location, contacts and contact relationships to provide intelligent, personal assistance.
The ASA noted that the ad made no explicit reference to Siri having maps-based functionality in the UK.
The ASA’s ruling concluded that there was a difference between Siri in the US and the UK in that, in the US, Siri interacted with the maps application to provide more location-based functionality.
Some consumers may have had prior knowledge of what Siri was reportedly able to do in the US and, with this knowledge, might read into the ad that Siri users in the UK would benefit from similar maps-based functionality, ASA stated.
