APPLE have already fallen foul of the ASA for over hyping the iPhone 3G and have now been told to ditch another ad for the iPhone after claims that it exaggerated the gadget’s speed.

A TV ad, for the iPhone 3G, stated “So what’s so great about 3G? It’s what helps you get the news, really fast. Find your way, really fast. And download pretty much anything, really fast. The new iPhone 3G. The internet, you guessed it, really fast.”

The ad showed a close-up of the product being used to surf a news webpage, view the Google maps service and download a file; all the actions had waiting times of only a fraction of a second. On-screen text stated “Network performance will vary by location”.

The Advertising Standards Authority upheld complaints from 17 viewers and told Apple not to show the ad again without changing it.

Apple said the ad only meant to say that the new iPhone was faster than the previous model. But the ASA said viewers were likely to be led to believe that the phone was really as fast as it was in the advert.