Skip to content
Home » Operating Systems » Apple iOS » UK Advertising Authorities Looking Into False iPad 4G Labels

UK Advertising Authorities Looking Into False iPad 4G Labels

  • by

Following yesterday’s news that the Australian competition watchdog had taken Apple to court over false-advertising and won – UK regulators have confirmed they are investigating the misleading “Wi-Fi + 4G” labels.

The uproar stems from Apple’s decision to included 4G labels on the new iPad and then sell it in countries where 4G isn’t even present, or not compatible – this has led to some consumers complaining that Apple isn’t being honest.

Now, you’re average knowledgeable technology enthusiast would probably know that there is no 4G network in the UK, and there won’t be for some while.

So they wouldn’t have been misled – they’ll know that when it arrives they’ll be at the front of the queue to enjoy super fast broadband speeds wirelessly.

But, what if you’re more technologically challenged, and the kind, well-spoken, Apple salesman says, “Yes, this is the best one. It has 4G” you’d probably take there advice at face value?

This confusing message has already led to similar complaint in the UK and Europe. The UK’s independent regulator of advertising ASA, has confirmed to us that it is assessing similar complaints made by UK customers.

“We are aware of the news from Australia regarding the iPad 4G marketing claim,” an ASA spokeswoman told us. “Without going through due process we can’t say whether the [UK] ad is likely to be problematic. If anyone has concerns about the iPad ad then they can lodge a complaint with us and we will establish whether or not there is a problem under the Code.”

It’s likely to mean the Apple might have to make good on refunds to users who think they have been sold something that patently won’t work in the UK at the advertised speed.

This is not going to go away for Apple anytime soon, at the time of writing, the Swedish authorities are looking into the same issues and, Sweden is seen to have even stronger consumer protection laws than the UK.

On the Swedish version of Apple’s website advertising the new iPad, the company says the tablet can be used on 4G networks around the world, though that sentence has a little “2” after it to refer to a note at the bottom of the web page.

The note clarifies that 4G LTE is supported only in AT&T’s and Verizon’s network in the United States. In Canada it is supported on the Bell, Rogers and Telus networks.

Let us know your thoughts on our comments below or via our @Gadget_Helpline Twitter page or Official Facebook group.