Sony Ericsson mobile phone ad censured by ASA

LONDON - Sony Ericsson misled consumers, the Advertising Standards Authority (ASA) has ruled, with a TV ad implying customers could download a Facebook app to a Satio mobile phone, that wasn't available at the time.

Sony Ericsson: rapped over misleading ad
Sony Ericsson: rapped over misleading ad

The ad, created by Saatchi & Saatchi Singapore, showed a woman bouncing through the city on a space hopper, using the phone to share pictures via Facebook.

At the end of the ad, the voiceover said: "Packed with applications and more available to download", while the phone's screen was shown displaying icons of several popular applications, including Facebook.

One Sony Ericsson customer who purchased the Satio phone questioned the ad, as they were unable to download the Facebook application shown on screen.

The manufacturing giant said due to software problems at the time the ad was aired, users weren't able to download the Facebook application, but the problem had since been rectified.

However, the ASA concluded the ad was misleading as it implied the application was either preloaded on the phone or would be available to download, but this was not the case at the time the ad was broadcast.

Sony Ericsson was told by the authority to ensure that product functionality depicted in ads was accurate at the time the ad was broadcast.



Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published