BMW rapped for zero emissions claim in British ad
Thursday 29 July 2010
A second BMW advert has been banned for claims about the low levels of carbon dioxide emissions produced by its cars, Britain's advertising watchdog said Wednesday.
The Advertising Standards Agency said the German luxury car maker's newspaper ad claiming that the BMW Concept ActiveE electric car as "100 percent joy, zero percent emissions", was likely to mislead.
It said the advert breached their codes on substantiation, truthfulness and environmental claims and should not reappear in its current form.
The advert said: "Thanks to its electrifying performance and zero carbon dioxide emissions when driving, the ActiveE redefines BMW EfficientDynamics."
A reader challenged whether the claims "zero percent emissions" and "zero carbon dioxide when driving" were misleading, because they understood that the car needed to be charged with electricity from the national power network, which would result in the production of emissions.
BMW said its headline claim was explained lower down in the advert with the phrase: "Zero carbon dioxide emissions when driving," limiting it to when the car was in use and not across its whole life cycle.
But the ASA upheld the complaint, saying the claims were "likely to mislead".
"We considered that the claim 'zero percent emissions' was likely to be interpreted by readers to mean that the car's use would not result in the production of emissions," it said.
"We told BMW not to repeat claims that stated or implied that an electric vehicle would produce zero emissions in use."
Last week, the watchdog rapped BMW for claiming its latest Z4 Roadster model had low levels of CO2 emissions, when in fact it was only low for a BMW, not all cars. It ruled the ad could not be used again in its current form.
Life & Style blogs
Male menopause is real, claims controversial new study
Facebook testing new tags for profile pages
The difference between a psychopath and a sociopath
Samsung Galaxy S6 and S6 Edge price to be slashed after disappointing sales
Prostate cancer could actually be five different diseases, say scientists
Yvette Cooper: Our choice is years of Tory rule under Jeremy Corbyn – or a return to a Labour government
Labour leadership contender Jeremy Corbyn says 'we can learn a great deal from Karl Marx'
I am the Jeremy Corbyn supporter that many will tell you doesn't exist
Public anger after French sunbather beaten up by gang for wearing a bikini in Reims park
Labour leadership: New poll shows party is now even 'less electable' than under Ed Miliband
Calais crisis: For desperate migrants it is 'England or death' as they brave dogs, riot police and speeding trains
- 1 Model's video shoot on the beach interrupted by sudden landing of a group of illegal migrants
- 2 The difference between a psychopath and a sociopath
- 3 Cara Delevigne addresses awkward interview on Good Day Sacramento
- 4 MH370: Boeing 777 wing that could match missing plane found on the French island of Reunion
- 5 MH370 debris: Investigators 'confident' that Boeing 777 wing found - live updates
£20,100 (pre-award of doctorate) rising each year to a maximum of £25,869: Kin...
£18000 - £24000 per annum: Recruitment Genius: A fantastic opportunity has bec...
£18000 per annum: Recruitment Genius: This is a fantastic opportunity to join ...
£30 to £32k : Guru Careers: We are seeking a Trainer / IT Trainer to join an a...