{"id":55619,"date":"2014-04-12T12:00:31","date_gmt":"2014-04-12T10:00:31","guid":{"rendered":"http:\/\/businesstech.co.za\/news\/?p=55619"},"modified":"2014-04-11T18:02:05","modified_gmt":"2014-04-11T16:02:05","slug":"core-group-tackled-over-misleading-ipad-claims","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/hardware\/55619\/core-group-tackled-over-misleading-ipad-claims\/","title":{"rendered":"Core group tackled over misleading iPad claims"},"content":{"rendered":"<p>The Advertising Standards Authority of South Africa (ASA) has ruled that Core Group\u2019s claim that the iPad is used four times more than all other tablets put together is misleading.<\/p>\n<p>A Core Group\u2019s radio advertisement stated that \u201ciPad 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\u201d.<\/p>\n<p>One consumer disputed this claim in an ASA complaint, referencing <a title=\"http:\/\/businesstech.co.za\/news\/mobile\/43134\/tablet-war-brewing-in-south-africa\/\" href=\"http:\/\/businesstech.co.za\/news\/mobile\/43134\/tablet-war-brewing-in-south-africa\/\">an article from BusinessTech<\/a> regarding tablet market share which showed that iPads comprise less than 45% of the market.<\/p>\n<p>Core Group responded saying that advertising refers to usage and not market share, citing a Chitika report.<\/p>\n<p>\u201ciPad usage share is at 81% of all tablet usage,\u201d said Core Group. \u201cThus it is used four times more than all other tablets.\u201d<\/p>\n<div id=\"attachment_55620\" style=\"width: 610px\" class=\"wp-caption aligncenter\"><a  data-lightbox=\"post-image\" href=\"http:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2014\/04\/Tablet-usage-share.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-55620\" class=\" wp-image-55620\" alt=\"Tablet usage share\" src=\"http:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2014\/04\/Tablet-usage-share.jpg\" width=\"600\" height=\"362\" \/><\/a><p id=\"caption-attachment-55620\" class=\"wp-caption-text\">Tablet usage share<\/p><\/div>\n<h3 class=\"my-4\">ASA Ruling<\/h3>\n<p>The ASA was not convinced that the Chitika Insights Report is sufficient to prove Core Group\u2019s \u201cunqualified claim such as the one made in the commercial\u201d.<\/p>\n<p>\u201cThe report specifies that the sampled audience consisted of North American and Canadian tablet owners, measuring their web-traffic,\u201d the ASA said.<\/p>\n<p>The ASA said that the claim in the article does not related to either global or South African usage, which means that local consumers are likely to be misled by the advertisement.<\/p>\n<p>The ASA upheld the complaint, and ordered Core Group to withdraw the claim with immediate effect.<\/p>\n<h3 class=\"my-4\">More on iPad<\/h3>\n<p><strong><a title=\"Permalink to Apple replaces iPad 2 with iPad 4\" href=\"http:\/\/businesstech.co.za\/news\/mobile\/54530\/54530\/\" rel=\"bookmark\">Apple replaces iPad 2 with iPad 4<\/a><\/strong><\/p>\n<p><strong><a title=\"Permalink to Record iPhone, iPad sales can\u2019t stop Apple share slip\" href=\"http:\/\/businesstech.co.za\/news\/electronics\/52287\/record-iphone-ipad-sales-cant-stop-apple-share-slip\/\" rel=\"bookmark\">Record iPhone, iPad sales can\u2019t stop Apple share slip<\/a><\/strong><\/p>\n<p><strong><a title=\"Permalink to Top iPhone and iPad apps of 2013\" href=\"http:\/\/businesstech.co.za\/news\/general\/51055\/top-iphone-and-ipad-apps-of-2013\/\" rel=\"bookmark\">Top iPhone and iPad apps of 2013<\/a><\/strong><\/p>\n<p><strong><a title=\"Permalink to Apple reduces cost of making new iPads\" href=\"http:\/\/businesstech.co.za\/news\/electronics\/48983\/apple-reduces-cost-of-making-new-ipads\/\" rel=\"bookmark\">Apple reduces cost of making new iPads<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The ASA has ruled that Core Group\u2019s claim that the iPad is used four times more than all other tablets put together is misleading.<\/p>\n","protected":false},"author":10,"featured_media":48268,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[51,2170,7748,26,92],"class_list":["post-55619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hardware","tag-apple","tag-asa","tag-chitika","tag-headline","tag-ipad"],"_links":{"self":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/55619","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/comments?post=55619"}],"version-history":[{"count":1,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/55619\/revisions"}],"predecessor-version":[{"id":55621,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/55619\/revisions\/55621"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media\/48268"}],"wp:attachment":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media?parent=55619"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/categories?post=55619"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/tags?post=55619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}