Why Sony is worried about consumers using its waterproof phones in the water

The company that started the trend for water and dust resistant handsets has started warning its customers about getting their phones wet.

In a perfect example of how a marketing campaign can be too successful, Sony wants Xperia owners not to get too carried away with semi-aquatic smartphone-based activities.

It has published new guidelines explaining that although its latest flagship and mid-range handsets are the most water-resistant on the market, that they achieved their ratings via laboratory-controlled conditions. "Sony devices that are tested for their waterproof abilities are placed gently inside a container filled with tap water and lowered to a depth of 1.5 meters. After 30 minutes in the container, the device is gently taken out and its functions and features are tested," they explain.

So in other words, spilling a glass of water over a handset, texting in the rain or checking messages while in the bath are ok. But tossing the device in the sea or using it while scuba diving is a no-no.

This is a huge about-face from a company that has even set up underwater pop-up stores as a means of highlighting its handsets' features and of adding correcting filters to cameras for underwater photography.