The Advertising Standards Authority (ASA) has criticised an advert for Apple's iPhone, ordering that it not be shown again.

It ruled that the advert "gave a misleading impression of the internet capabilities" of the phone.

The advert contained a voice-over, which stated: "You never know which part of the internet you’ll need, which is why all the parts of the internet are on the iPhone."

The watchdog found that this was not the case. It said "viewers were likely to expect to be able to see all the content on a website normally accessible through a PC" using the iPhone, but that as the iPhone does not support Flash or Java, two technologies used by many websites, this would not be the case.

Apple had argued that its claim referred to the availability of web pages, rather than their specific appearance.

The ASA said that the advert breached the TV Advertising Standards Code, and has ruled that it should not be broadcast again.