iPad '4G' attracts advertising regulator's attention in UK

The Advertising Standards Authority has confirmed that it is looking into complaints about the new iPad's 4G claim as the device will not work on UK operators' networks when the service is offered in the future.

The new Apple iPad is billed as being 4G capable but it will not support LTE 4G standards used in some countries, including the UK, as it operates on different frequencies.

A spokeswoman for the organisation told ZDNet UK on Thursday that "two or three" complaints had been received about the '4G' device and that the advertisements will now be "assessed for potential breach of conduct".

The latest iteration of Apple's popular tablet was released on 16 March and supports 3G, 3.5G and 4G data connectivity options in addition to Wi-Fi.

However, the data-equipped models are advertised as '4G' but use frequencies that are not supported in some countries, such as the UK and Australia.

As a result, the Australian Competition and Consumer Commission (ACCC) found Apple in violation of the Australian Consumer Law by misleadingly marketing its new iPad as '4G' in the country. Apple's legal counsel responded to say it would offer anyone that had bought the new iPad in Australia a refund.

As in Australia, the iPad 4G will not be able to connect to 4G networks in the UK — which have suffered repeated setbacks in being brought to market — once they go live. The reason is that the new iPad 4G uses the 700MHz and 2.1GHz spectrum bands whereas European LTE bands occupy the 800MHz, 1800MHz and 2.6GHz frequencies.

Despite this, the tablet can still use its 3G and 3.5G connectivity options to offer theoretical maximum download speeds of up to 42Mbps.