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last year I wrote a short complaint to the UK's Advertising Standards Authority (ASA) about their use of "world's most desktop advanced operating system" to describe OS X.

here are the responses I received:

1: http://imgur.com/mflFaHW

2: http://imgur.com/ndxyzlM

you'll now notice that the UK page doesn't contain that false statement: compare http://www.apple.com/uk/osx/ vs. http://www.apple.com/osx/

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Thanks for sharing this. Often times we let things slide w.r.t. marketing speak, but I believe it's important to call companies out on this. Did you have to make a case for "why" that claim was unsubstantiated (fairly obvious to us, but I wonder whether the ASA personnel reviewing the complain knew enough about it)?

On what basis did you suggest that it wasn't the most advanced?

I'm interested from a technical perspective. From a deep software development point of view, I'm familiar with OSX, FreeBSD, Linux and Windows and know their technical merits well.

I didn't, I just said that the comment was debatable, and that's enough to make the advertising misleading.

I don't think anyone could disagree with that, even the most ardent Apple crusader.

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