The Committee of Advertising Practice (CAP) has published some tips on how car and vehicle advertisements can remain compliant with the CAP Code of Advertising Practice (Code) when making fuel efficiency claims. This is welcome advice in light of the recent fuel efficiency controversy which has been well documented in the media in recent months.
Legislation requires that vehicle advertisements in certain media display fuel efficiency claims (CO2 and mpg claims). These claims will be subject to the Code and regulation by the Advertising Standards Agency (ASA). In its advice, CAP provides tips about how marketers and advertisers can remain compliant including by:
- Ensuring claims are appropriately qualified when they appear in advertising;
- Taking particular care when advertising hybrid or electric vehicles; and
- Avoiding exaggerated efficiency claims.
The full CAP advice can be found on its website.
For more information on any of the issues raised, please contact a member of the commercial team at Stevens & Bolton.