19 November 2008

Disclaimer in iPhone advertising

Just noticed the following disclaimer underneath Apple's latest iPhone advertising (of which, no doubt, we'll see much in the lead up to Christmas).

"Steps removed and sequence shortened
Network speeds may vary"

The ad shows someone downloading and then using a multi-language phrase book. I've searched but can't find any background to the adoption of this disclaimer, presumably imposed by Ofcom (in the past, I've carried out research on people's perception and understanding of disclaimer information for one of Ofcom's forerunners, ITC). Others have spotted it too, including Harry Brignull who was quicker with his camera than me, and from whom I've borrowed my picture.

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