article_snippet: But the Advertising Standards Authority has ruled that this was exaggerated and misleading because no British TV channel is yet broadcasting in 4K resolution.
article_snippet: the Advertising Standards Authority found this to be 'exaggerated and misleading' as no British TV channel is broadcasting in 4K resolution yet .
article_snippet: The Advertising Standards Authority (ASA) said: 'We also considered viewers would understand that the improved quality was achieved because the televisions were '4K Ultra HD', that this particular technology was therefore used to achieve the image quality and that the image quality achieved was subsequently of full and genuine 4K quality. '
article_snippet: Because there was such limited native 4K content available in the UK, we understood that any improvement in quality in films or programmes watched over the Christmas period was unlikely to be achieved by the use of 4K technology specifically.'
article_snippet: the use of 4K technology ruled the advertisement should not be repeated.
highlights_snippet: greater detail'
  ASA said misleading as no British TV channel broadcasting in 4K yet .
  