Nokia has apologised after it emerged that an advert featuring video footage that appeared to have been filmed with its new flagship smartphone had in fact been combined using not similar equipment.
The Verge tech site suggested the situation after it beheld a window thoughtfulness suggested a cameraman keeping what appeared to be an SLR camera.
In a blog post the handset creator mentioned it should have "posted a disclaimer".
The headlines threatens to take the gleam off the launch of the Lumia 920 phone.
Investors had already shown doubts about either the Windows Phone 8 handset could resuscitate the Finnish company's fortunes, sending its shares scarcely 8% descend on Wednesday.
In Thursday's traffic the batch fell a serve 6%.
The advert showed a human filming his partner using the new smartphone whilst both of them were roving bicycles.
The footage cut from professionally-filmed material, featuring both actors, to what looked similar to it was the video prisoner by the man's Nokia device.
A split-screen coming after then showed what the smartphone's footage would look similar to with Nokia's visual picture stabilisation (OIS) underline incited on and switched off.
The footage was expected to encouragement the firm's affirm that its technology helped reduce picture blur. It was shown at a press discussion on Wednesday to encouragement Nokia's brag that the Lumia 920 featured the most appropriate smartphone picture high quality on the market.
The Verge's essay said: "too bad it's faked".
Nokia's blog concurred the complaint in a post patrician "An reparation is due".
"We constructed a video that stimulates what you will be able to broach with OIS," wrote the site's editor Heidi Lemmetyinen.
"Of course, hindsight is 20/20, but you should have posted a disclaimer saying this was a illustration of OIS only. This was not shot with a Lumia 920... you apologize is to difficulty you created."
Nokia moreover expelled footage that had been shot with the model.
The executive of the UK's Institute of Business Ethics (IBE) mentioned the intrigue was startling temperament in thoughts the Finnish firm had formerly addressed what kinds of selling materials should be used.
"It is great that Nokia has recognized how dubious their public notice was and has apologised for that," Philippa Foster Back told the BBC.
"That is an critical component in perplexing to sustain trust. The firm does have a ethics of actions recognising that 'high ethics means success' and states that the firm 'conducts its selling in a accountable way'.
"Whether omission or deliberate, and sceptics might regard the latter, Nokia has let itself down. The product will need, more than ever, to verbalise for itself."
The IBE receives donations from a few of the UK's mobile operators but not the handset makers themselves.
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