Britain's advertising regulator who said it received 24 complaints about claims on Apple's website about 4G on the iPad, is assessing whether it makes a case for investigation, reports Reuters.

Some customers said Apple made misleading claims on its website about access to 4G, which is not available in the country.

Fourth-generation or 4G technology enables users to access faster Internet broadband services.

"We have received 24 complaints about claims on Apple's website about 4G on the iPad. We are assessing whether there are grounds for investigation," Reuters quoted a spokesman for the Advertising Standards Authority as saying.

The company could not be reached for comment.

Apple faced the similar situation in Australia where consumer watchdog directed the company to make consumers aware that its latest version of the hand-held computer cannot connect to 4G in Australia. Following this Apple had to offer refunds to all affected buyers in the country.

The country’s Competition and Consumer Commission has taken the company to its Federal Court for false advertising over the “iPad with Wi-Fi + 4G” promotion, said The Telegraph.

Mobile operators in the UK have refused to use marketing materials from Apple that refer to the iPad’s 4G capabilities.

Apple has updated its website since the launch to make clear that the 4G will only work in the US and Canada.