Apple Ordered to Modify ‘Available Now’ Advertising Claims
A US advertising watchdog has ruled that Apple must modify or discontinue its "available now" claims regarding the tech giant’s new AI-powered features, citing concerns that the advertising was misleading. The National Advertising Division (NAD), part of the nonprofit BBB National Programs, reviewed Apple’s national advertising campaigns for truthfulness and found that the company’s claims were not entirely accurate.
According to The Verge, the NAD recommended that Apple "discontinue or modify" its "available now" claim, which was found to "reasonably convey the message" that AI-powered features like Priority Notifications, Genmoji, Image Playground, and a ChatGPT integration were available with the launch of the iPhone 16. However, the NAD noted that the footnote attached to the claim was "neither sufficiently clear and conspicuous nor close to the triggering claims."
The NAD also took issue with Apple’s inclusion of its AI-supercharged Siri beneath the "available now" heading, despite the fact that the feature has not yet been released. In response, Apple stated that it has updated its promotional materials and disclosures to "adequately communicate their status." The company also discontinued its "More Personal Siri" video, which showed actor Bella Ramsey using the voice assistant to pull up the name of a person they met months ago.
"We appreciate the opportunity to work with [the NAD] and will follow their recommendations," Apple said in a statement, as reported by The Verge. "While we disagree with the NAD’s findings related to features that are available to users now, we appreciate the opportunity to work with them and will follow their recommendations."
The ruling highlights the challenges tech companies face in advertising new features and products, particularly when it comes to emerging technologies like AI. As The Verge notes, the NAD’s recommendations are designed to ensure that consumers are not misled by advertising claims.
In a statement, the NAD praised Apple for its cooperation, stating that the company had "demonstrated a willingness to work with the NAD to ensure that its advertising is truthful and not misleading." The NAD’s ruling serves as a reminder to tech companies of the importance of transparency and accuracy in advertising, particularly when it comes to emerging technologies.
The dispute highlights the increasingly important role that advertising watchdogs play in regulating the tech industry. As the use of AI and other emerging technologies becomes more widespread, companies like Apple must navigate complex regulatory landscapes to ensure that their advertising claims are accurate and not misleading.
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Source: The Verge
