Motorola’s “world’s most powerful smartphone” ad banned

Motorola has been ordered to drop its claim that its Atrix device is the “world’s most powerful smartphone”.


The Advertising Standards Authority (ASA) has ruled that the claim, which has been used as the strapline in Motorola’s multi-million pound global marketing campaign for the device, is misleading.

Complaints challenged Motorola’s claim, saying that the Samsung Galaxy S II i9100 has a more powerful processor.

Motorola responded that the claim was based on the fact that the combined technical features of the Atrix, not just the processor, which it admitted is slightly slower than the Samsung Galaxy S II i9100.

The ASA noted that while the combined features of the smartphone were shown in the ad, some viewers would understand the device to have a faster processor than any other smartphone, which is not the case.

The ad breached BCAP Code rules for misleading advertising, substantiation, exaggeration and comparisons.

The ASA has ruled that the claim “the world’s most powerful smartphone” must not appear again in subsequent ad campaigns.

Motorola’s mobile division was acquired by Google for £7.7bn last week (15 August). The acquisition could see the launch of a “pure Google” smartphone device, a source familiar with the matter told Marketing Week.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here