HTC U11 ad banned in the UK for misleading consumers about water resistant capabilities

HTC U11 ad banned in the UK for misleading consumers about water resistant capabilities
HTC is once again in the spotlight but not for right reasons. Although many would believe that all publicity is good publicity, trying to mislead your customers is likely to hurt your business rather than boost it.

The Taiwanese company has been promoting the HTC U11 in the UK since last year. Starting mid-2017, HTC's promotional campaign included an ad that was meant to highlight the new squeeze gestures of the U11.

The advert shows British Olympic diver Tom Daley using the HTC 11 at a swimming pool, jumping from the highest platform and taking selfies of himself by squeezing the phone while plunging into the water. Moreover, the ad showed the diver using the HTC U11 as he was going out of the water.

Unfortunately for HTC, the UK's advertising watchdog found that the ad is misleading and asked the handset maker to remove it from the promotion. The reasoning behind its decision is pretty simple: the phone's own instructions strongly recommends that it should not come into contact with pool water.

HTC issued a statement saying that while it's disappointed by Advertising Standards Authority's ruling, it has decided to remove the ad from all media:

Finally, ASA's statement mentions that HTC admitted that “there were too many variations of water temperature and chemical composition” to recommend the use of the U11 in swimming pools.

source: BBC

Related phones

  • Display 5.5" 1440 x 2560 pixels
  • Camera 12 MP / 16 MP front
  • Processor Qualcomm Snapdragon 835, Octa-core, 2450 MHz
  • Storage 64 GB + microSDXC
  • Battery 3000 mAh(24.5h 3G talk time)



1. CleeveThaGreat

Posts: 18; Member since: Sep 09, 2015

Makes sense.

6. zunaidahmed

Posts: 1185; Member since: Dec 24, 2011

SenseUI always makes sense /s

2. ebilcake

Posts: 1231; Member since: Jul 16, 2016

Good, anything with that poof in should banned just because he's in it.


Posts: 941; Member since: Feb 23, 2014

Eh Banhammer?

3. haruken

Posts: 307; Member since: Nov 06, 2013

Exposed for the fraud they are

8. LionStone

Posts: 1048; Member since: Dec 10, 2010

Except that there wasn't any fraud... Unlike the Samsung boss that went to jail!

5. GalaxyLeads_iCrapFollows

Posts: 216; Member since: Nov 29, 2017

Well deserved HTC. There goes your final pennies in your advertising budget.

7. mrochester

Posts: 1021; Member since: Aug 17, 2014

And in the real world it looks like Tom Daley uses an iPhone.

9. Nabil111

Posts: 105; Member since: Apr 14, 2014

A lot of manufacturers added some level of IP rating to their phones for water resistance, and then proceeded to go wild with warranty-voiding events in commercials... Not sure what they expected when they CYA with "don't use it in the pool" and tried to show a guy using it in the pool....

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.