Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Marketers should avoid claims that speed detectors will guard a driving licence or protect it from penalty points. For example, in 2008, the ASA ruled against a mailing that claimed "Imagine if your car was 'invisible'. No more speeding fines. No more points on your licence. No more rocketing insurance premiums …”. The ASA considered that the ad could discourage drivers from driving responsibly by ignoring speed limits.
The ASA has trodden a thin line between what is and is not acceptable. In September 2004, it ruled against claims such as “alerting you quickly and easily to the presence of Police speed traps” and “designed to alert you to Police monitoring systems” because it believed the ad condoned the product’s use to break speed limits without being caught (Networx Automotive, 8 September 2004). But, in early 2005, the ASA allowed claims such as “[this product] alerts you to … safety cameras … and mobile laser guns” (Performance Products Ltd, 12 January 2005, and Blackspot Interactive Ltd, 23 February 2005). Marketers are advised to use claims that emphasise the safety benefits of the devices, for example “Keep your speed in check” (Performance Products Ltd, 12 January 2005), “Reminds you of the speed limit” and “Designed to help you drive more safely”, and not to state or imply that the devices will enable drivers to avoid the law.
Marketers should be aware of the Road Safety Act 2006, which contains powers for the Secretary of State to make an order prescribing what would be illegal to carry and use in a vehicle, including radar or laser detection devices and jammers. If they are effectively prohibited by law, marketers should not advertise radar and laser detectors or jammers.
See 'Speed Detectors: Legal’.
Last modified : 29 July 2010