ASA kicks out Motorola's 'first social phone' claim

LONDON - The Advertising Standards Authority has ruled that a Motorola TV ad was wrong to claim its Dext phone was "the first phone with social skills", after a complaint from a rival.

The ad, created by Ogilvy & Mather, featured a male voiceover describing the functionality of the phone including texts, emails and social networking features.

The text at the bottom read "How social is your phone? Introducing Motorola Dext with Motorblur. The first phone with social skills".

Rival business INQ Mobile challenged the claim that it was "the first phone with social skills", as it had already released a phone with similar features to the Motorola Dext.

While Motorola argued its claim was justified as its new phone's functionality was superior to the INQ phone, due to its integration of its social networking features, the ASA upheld the complaint.

The ASA said it considered the ad implied the Motorola Dext was the first phone to integrate social networking applications in one place, but since this was not the case, the ad was misleading and therefore should not be repeated.