Over the past couple of years a number of manufacturers have fallen foul of the law by advertising and promoting an image of their vehicles as “green”. Advertising Standards Agency (ASA) has issued guidelines to the manufacturers. Lexus, Toyota and Volkswagen have in the past, all had complaints upheld by ASA; that they advertised unsubstantiated or misleading environmental claims. ASA’s advise to the manufacturers:
• Get your facts right. Don’t exaggerate the environmental benefits of your product: advertising claims should be backed up with documentary evidence.
• This is an area where scientific knowledge is developing all the time. Don’t present claims as being universally accepted if the science is inconclusive.
• Don’t use pseudo-science, or terms that will not be generally understood by the readers of your advertisement.
Faye Sunderland.
