A TV ad for Apple's 3G iPhone has been banned by the advertising regulator for misleading consumers over the internet capabilities of the smartphone.

The ruling marks the second time Apple has breached the advertising code for making misleading claims about the iPhone, after the Advertising Standards Authority banned TV ads for the first-generation iPhone in August.

Apple's latest TV campaign, by ad agency TBWA/London, made claims that the iPhone could access the internet, and download content, ""really fast".

The ASA received 17 complaints that the ad was misleading for "exaggerating the speed of the iPhone 3G".