Tag Archive | "ASA"

HALFORDS’ TV ADVERT BANNED BY ASA

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HALFORDS’ TV ADVERT BANNED BY ASA


A TV advert for retail giant Halfords has been found to break the Advertising Standards Authority (ASA) code.

The advert, seen in January, promoted the chain’s battery fitting service. The ad featured a sped-up view from the vehicle’s windscreen of a snow-covered road which suggested the vehicle was being driven at high speed around several curves and bends in the road, accompanied with engine sounds. On-screen text stated, “Ready for quick getaways? ‘WeFit’ batteries from £15.

Two complainants, who believed the advert encouraged unsafe driving practices in snowy conditions, challenged whether it was irresponsible.

HalfordsHalfords said that neither they nor their advertising agency believed that the TV ad showed dangerous driving. That was because the footage had been sped up to such an extent that it was clearly not real and therefore did not show unsafe driving practices.

However, the ASA disagreed: “Because we considered that speed was the main message of the ad and the sped-up footage gave the impression that the vehicle was being driven in a dangerous manner, we concluded the ad encouraged irresponsible driving” it said in a statement. As a result, the advert can’t be shown again in current form and Halfords has had its knuckles wrapped, having been told to ‘ensure that future ads did not portray speed or driving behaviour in a way that might encourage irresponsible driving’.

 

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ASA FINDS BMW AD ‘MISLEADING’

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ASA FINDS BMW AD ‘MISLEADING’


BMW i3 model

The Advertising Standards Authority (ASA) has upheld a complaint against BMW regarding a paid-for Facebook post, which featured a video claiming its i3 model contained ‘zero emissions’ in the voice-over and subtitles on screen.

The complainant challenged whether the claim: “With zero emissions, the i3 is a clean car and helps to give back to the environment” could be ‘substantiated’.

BMW (UK) responded saying that its i3 vehicle came in one model with the addition of a ‘range extender’ as an option. The firm said this comprised of a small petrol engine that didn’t drive the car unlike hybrid versions and instead, maintained the state of the charge of the battery, allowing the car to run purely on electric. In addition, BMW told the advertising watchdog that the reference to ‘clean car’ ‘should have been interpreted in the same manner as when consumers compare an electric car to their previous petrol ones as electric versions are considered better for the environment.

Despite the VM’s evidence, the ASA found this ad breached the rules, because it does still have a petrol engine, albeit one that isn’t connected to the drivetrain.

“We noted that BMW considered the statement was meant as a comparison between buying an electric car and buying a petrol car rather than not buying a car at all. However, we did not consider that this was sufficiently clear in the ad and concluded that the claim was misleading,” the ASA said in a statement.

The ad cannot appear again in its current form and has told BMW to ensure its environmental claims in relation to all-electric vehicles are clear in the future.

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ASA RESPONSE COULD IMPACT USED CAR DEALERS

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ASA RESPONSE COULD IMPACT USED CAR DEALERS


Glyn Hopkin dealership

In a move that could have far-reaching consequences on the used car industry, the Advertising Standards Authority has upheld a complaint against two lineage ads for car dealer Glyn Hopkin. The adverts related to two three-year old Alfa Romeo vehicles, and the complaint was that the vehicles were not advertised as being ‘ex-fleet’.

The vehicles in question had been registered directly to Fiat- Chrysler Automobiles (FCA). In response, the dealer said that the vehicles were not for sale directly from the website and that would-be purchasers would be able to see all the documents related to any particular car.

Glyn Hopkin stated that they bought the advertised vehicles directly from FCA and that an ex-fleet did not suggest that it had multiple drivers. Furthermore, the actual previous usage, irrespective of the registered keeper, could not be categorically defined on a used car and they stated that such information had not been given to them by FCA.

SMMT was asked for its input. It said that it believed that the Office of Fair Trading’s (OFT) ‘Guidance for second hand car dealers’ only applied to ex-fleet vehicles that might have had multiple users, and that by describing a vehicle as ex-fleet did not necessarily mean that it had been used by more than one driver.

SMMT also pointed out that the new car market had changed radically in the UK, through the growth in popularity of PCP and lease schemes, where most of the vehicles were owned by fleet management/vehicle leasing companies.

The ASA accepted these points, but still ruled that the advert broke guidelines and that it, and all others like it, must state that if a vehicle had been part of a fleet if had been used for business purposes, even if they had been in the hands of a single user from new, as had been the case with both of the cars in question.

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ECP IN FRESH ASA RAP OVER ‘MISLEADING’ CAMPAIGN

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ECP IN FRESH ASA RAP OVER ‘MISLEADING’ CAMPAIGN


ECP’s email marketing attracts ASA ruling

A promotional email sent out by Euro Car Parts last Christmas has been found to be ‘misleading’ by the advertising watchdog in a ruling published today (June 21).

An email was sent with the text: “Up to 69 percent off. Use code: XMAS”. However, three complainants who believed only one product had the full 69 percent discount, challenged whether the ad was misleading.

In response, ECP said that 10,378 products in the promotion received a discount of 69% or more and that this amounted to 11% of the total promoted stock. They explained that each product had a ‘Was’ price which was the price that Euro Car Parts regarded as their normal retail price for the product, and which had previously been charged either online or in stores. There was also a ‘Now’ price which was the price available to customers on that day without using the promotional code. They provided price history data for ten randomly selected products. They said the individual discount available on each featured product was revealed when the consumer used the ‘XMAS’ discount code at the checkout.

The ASA ruled against ECP. “We noted the discount applied to a price that had previously been charged either online or in stores, and that, when the discount was worked out against the price which was available to customers on that day without using the promotional code, the discount consumers actually received was significantly lower than the one being advertised. For example, a washer that had previously been sold at £0.38, and on that day was being sold for £0.12, was reduced to £0.08 once the code was entered. The advertised discount for that product was 79%, whereas the discount against the price on the day was 33%”.

The ASA told ECP ‘to ensure they did not exaggerate the savings available when making “up to” claims and to ensure that consumers were provided with information about the discount available on specific products on the relevant product pages’ and the promotion can’t run again in the same form.

This latest ruling is the third brush with the ASA that ECP has had in just over a month. Previously, the company were found to have another ‘misleading’ email promotion over the price of oil, but were cleared over a separate complaint on a separate TV commercial.

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ECP CLEARED OVER TV ADVERT

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ECP CLEARED OVER TV ADVERT


Six complainants went to the Advertising Standards Authority to challenge whether a TV advert for Euro Car Parts promoted reckless and dangerous driving.

The adverts featured a woman driving through a country lane. The camera shot to the woman adjusting the volume on the car stereo, and then switching gears while speeding up. The camera then shot to the woman pressing firmly on her brake pad and stopping suddenly to avoid hitting sheep in the road. A voice over thanked her local technician for replacing her brake pads earlier and so avoiding her hitting the animal.

In response, ECP quoted the Highway Code to prove that the subject was not driving outside of and said that the words ‘fast and efficient service’ used in the voice over did not refer to the subject’s car.

The ASA noted the points and did not find the advert in breach, so no further action was necessary.

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