"All the parts of the Internet are on the iPhone," the TV ad crowed—well, all the parts except for the Flash and Java ones, that is.

The BBC reports that the Advertising Standards Authority of the UK has banned the ad, which you can watch right here, from running again in its current form.

Apple had argued that the phrase "all the parts of the Internet" meant every page on the Web, but the British ad authority disagreed, concluding that the ad "gave a misleading impression of the Internet capabilities of the iPhone."

"They made a very general claim that you can see the Internet in its entirety, and actually that's not quite true," a ASA spokesperson told the BBC. "Because the iPhone doesn't support Flash or Java, you couldn't really see the Internet in its full glory."

The ad in question does, indeed, focus on the Web browsing capabilities of the iPhone. "You never know which parts of the Internet you'll need," says the chirpy voice on the iPhone ad. "The 'do you need suncream part'? Or the 'can you really afford this part?' Which is why all the parts of the Internet are in the iPhone."

Way back when he unveiled the first iPhone back in January 2007, Steve Jobs called the iPhone the "Internet in your pocket"—a glib phrase that always rubbed me the wrong way, given that Flash modules on Web pages (and believe me, they're everywhere) appear only as little blue question marks on the mobile Safari browser.

Adobe has been saying for months that it's ready and waiting to bring Flash support to the iPhone, but so far, no dice.

Back in March, Jobs said that the mobile Flash Lite player "is not capable of being used with the Web," while the desktop Flash "performs too slow to be useful" on the iPhone. "There's this missing product in the middle," Jobs said.

So, what do you think: Did Apple get what it deserved for the ad, or is the ASA being too picky? And for that matter, who's ready for Flash support on the iPhone?

Related:
iPhone ad rapped as 'misleading' [BBC News]