iPad claim misleading: ASA

The Advertising Standards Authority of South Africa (ASA) has ruled that Core Group’s claim that the iPad is used four times more than all other tablets put together is misleading.

A Core Group radio advertisement stated that “iPad is used four times more than all other tablets put together, and with iPad mini you get the full iPad experience in a size that redefines convenience”.

One consumer disputed this claim in an ASA complaint, referencing an article from BusinessTech regarding tablet market share which showed that iPads comprise less than 45% of the market.

Core Group responded saying that advertising refers to usage and not market share, citing a Chitika report.

“iPad usage share is at 81% of all tablet usage,” said Core Group. “Thus it is used four times more than all other tablets.”

Tablet usage share
Tablet usage share (from Chitika)

ASA Ruling

The ASA was not convinced that the Chitika Insights Report is sufficient to prove Core Group’s “unqualified claim such as the one made in the commercial”.

“The report specifies that the sampled audience consisted of North American and Canadian tablet owners, measuring their web-traffic,” the ASA said.

The ASA said that the claim in the article does not relate to either global or South African usage, which means that local consumers are likely to be misled by the advertisement.

The ASA upheld the complaint, and ordered Core Group to withdraw the claim with immediate effect.

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iPad claim misleading: ASA