The Sharp GX10 mobile phone

An advert for the Sharp electronics GX10 picture messaging phone, popular amongst Vodafone customers, showed a clear photograph of a woman on the screen.

A member of the public complained to the Advertising Standards Authority (ASA) that the picture in the advert was of a much higher quality than the phone could produce.

After being given a demonstration of the phone's in-built camera the ASA upheld the complaint.

Sharp admitted the picture in the advert was simulated but claimed this was a common practice in the industry.

What is more, it claimed that the picture resolution of the phone was clearly disclosed and the phone demonstrated in stores, so consumers were not misled.

However, following the ASA ruling Sharp - which said the campaign had finished - agreed to mention in future advertising when a picture is simulated.