Advertising represents serious investment by car companies and serious investment by consumers in a major purchase. Getting that advertising right is crucial.
ISBA’s automotive advertisers group brings together the wide experience of the sector as the focal point for informing ISBA’s policy on the advertising codes and wider commercial communications and media issues.
How we work
ISBA is the focus for commercial communications issues in the automotive industry. We work closely with the SMMT Advertising Group and with the World Federation of Advertisers on EU wide issues.
Actions
ISBA has been closely involved with developing advice on car advertising. We are the joint authors with LowCvp and SMMT of the Best Practice Principles Environmental claims in marketing cars. Environmental claims remain an important issue with the advertising regulator, the ASA, and the EU Commission monitoring the type and level of claims. An ongoing concern was the ability to market electric vehicles with ‘zero emission’ claims where the ASA and industry representatives have disagreed about the meaning of the claim and how the emissions associated with electricity generation should be account for in a way that consumers can best understand. In January 2012 the ASA Council issued a new adjudication on the Vauxhall Ampera, a hybrid vehicle that acknowledged a change in the way these claims may now be seen. On 22 FEb a new adjudication of a 'whilst driving' qualified 'zero claim' on Nissan's Leaf was also not upheld. More details for ISBA members can be found here.
Fuel consumption and CO2 labelling in advertising is required by law and administered by the VCA. ISBA has a long track record of ensuring that the regulations are implemented in a way that meets the needs of consumers and the practicality of the media used.