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Getting up to speed with advertising regulations
Although the ASA has a tough stance on ‘green’ claims in car advertisements, there is sometimes confusion about the requirements for fuel consumption and emissions data in car advertisements.
In fact there were two recent ASA adjudications that looked at just this issue: Volvo Cars (7 January, 2009) and Mercedes-Benz, Smart Car (4 February 2009).
The requirement to display fuel consumption and CO2 emissions figures on advertisements is not a specific requirement of the CAP Code. It is a statutory requirement and the Department for Transport (DfT) has tasked the Vehicle Certification Agency (VCA) with monitoring all car advertisements to ensure they display the relevant fuel consumption and CO2 data.
To help marketers and their agencies, the VCA has published Guidance Notes, to further clarify the requirements for advertising (these were recently updated on 16 January 2009).
If you want to enquire about the requirements or the guidance, please contact the VCA direct on: enquiries@vca.gov.uk or telephone: 0117 952 4109.
But if you want more advice about general ‘green’ claims in car advertisements, there is guidance on our website. Or you can, of course, contact the CopyAdvice team directly about this or any other aspect of car-related advertising by telephone on 020 7492 2100, by fax on 020 7404 3404 or by e-mail on copyadvice@cap.org.uk. The CAP website, www.cap.org.uk contains a list of Help Notes as well as access to the AdviceOnline database, which has links to relevant Code clauses and ASA adjudications.
Advice:am seminar: Stay on the right track with motoring claims - 18 March 2009
The motoring industry is under pressure. European and UK legislators continue to scrutinise motoring marketing communications to ensure they remain socially responsible and do not exaggerate environmental claims. The British Code of Advertising also contains specific rules on motoring and the ASA keeps a close watch on the sector. Set against the financial challenges facing advertisers, it is now even more important than ever to avoid potentially costly mistakes.
Book your place for a chance to hear directly from the Advertising Standards Authority and Committee of Advertising Practice on how motoring ads can remain impactful without contravening the rules.
ISBA annual conference - 4 March 2009
Another date for your diary - ISBA's annual conference will take place on 4 March at Lord's Cricket Ground, London, NW8. Speakers include Communications Minister Stephen Carter, Ofcom Chief Executive Ed Richards and IAB Chairman Richard Eyre. Full programme and details on how to book are on www.isba.org.uk.
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