Apple has been criticised for misleading customers about the amount its iPhone can do.

The firm said in an advert “all the parts of the internet are on the iPhone” and “you will never know which parts of the internet you’ll need”, but the device carries no support for Flash or Java, which the Advertising Standards Authority (ASA) notes are “both integral to many web pages”.

The ASA has now banned Apple from broadcasting the ad again in its current form.

In an explanation to the ASA, Apple argued that the advert aimed to show the iPhone was different to ordinary mobile phones that allow access to the internet. Most phones only allow users to visit WAP-enabled sites, Apple said.

The firm also said the Safari web browser on the iPhone was built to open internet standards and supported languages such as CSS, JavaScript and Ajax, but not proprietary languages such as Flash or Java.

Apple added all the web sites featured in the ad were available on the iPhone and were shown as they would be seen by the user.

But after an assessment by the ASA, the organisation concluded the add misled customers.

“Because the ad had not explained the limitations, viewers were likely to expect to be able to see all the content on a website normally accessible through a PC rather than just having the ability to reach the website,” read the ASA statement.

Apple said it has no further comment on the issue.