Tuesday, March 30, 2004

BBB Tells Apple to Halt Misleading Ads

BBB Tells Apple to Halt Misleading Ads "The Better Business Bureau (BBB) recommended that Apple Computer stop advertising its Power Mac G5 as "the world's fastest personal computer" after reviewing tests that refute that claim. Acting on a tip from Dell, the BBB told Apple that its advertising could deceive consumers, who need to base their purchases on accurate information.
"The National Advertising Division (NAD) of the Council of Better Business Bureaus recommended that Apple discontinue comparative performance claims regarding its Power Mac G5 personal computer," the organization wrote in a release. "NAD determined that the evidence provided by Apple did not provide a reasonable basis for its broad unqualified claims that its Power Mac G5 is 'the world's fastest, most powerful computer' and that it 'edged out the competition on integer' [processing performance]. NAD further determined that the advertiser's claim, 'the world's first 64-bit processor for personal computers,' could reasonably be interpreted to apply to workstations...this claim is [also] unsupported by the evidence."
Apple said it supports the BBB's self-regulatory nature and will voluntarily comply with the organization's recommendations. However, the company noted that the Power Mac G5 advertising campaign that makes the unsupported claims has already "run its course." Apple said it will be "mindful of the [BBB's] views in its future advertising."
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