The Group brings together automatic advertisers and helps define ISBA policy. Issues of speed, fuel consumption and green claims have been high on the agenda.
We contribute expert advertising knowledge into technical issues working with our partner bodies. We work especially closely with the SMMT on UK issues and WFA on European matters.
The group meets to tackle issues as they arise and supports the work of ISBA as a member of CAP and BCAP for UK ad codes and the ICC on international standards.
Best Practice on green claims
ISBA is the co owner of the Best Practice Principles for Environmental Claims in Automotive Marketing to consumers. Launched in 2010 with LowCvp and SMMT the Principles were updated in November 2011.
Best Practice on advertising electric vehicles
Reducing fuel consumption through the use of hybrid and pure electric vehicles is widely supported. ISBA and the SMMT are working for clear, workable and consistent advice on how 'zero' claims and low claims can be made.
Case study on CO2
Twice in the last decade the group has had to take swift action on CO2 information in ads. These rules implement EU laws and are enforced by the VCA rather than the ASA.
The PASSENGER CAR (FUEL CONSUMPTION AND CO2 EMISSIONS) CONSUMER INFORMATION REGULATIONS, came into force in 2008 without notification or consultation with the ad industry. They came into immediate effect meaning that car advertisers had to include fuel consumption and CO2 emission data in all outdoor advertising.
Some of the proposals were simply unworkable, especially on font size and how prominent the information should be. ISBA was able to help settle a set of understandings that helped consumers, car advertisers and met the law.
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