Feeds

Toyota Prius is not so green, says ads watchdog

Ad's CO2 claims go up in smoke

SANS - Survey on application security programs

A TV advert for the Toyota Prius has been banned for misleading viewers about the car's green credentials. The Saatchi and Saatchi-produced ad has been taken off air by regulators over its misleading claim to emit one tonne less CO2 than other cars.

The Advertising Standards Authority (ASA) upheld a complaint made about the ad's claims. It rejected Toyota's argument that the claim was legitimate because it said that the car emitted "up to" one tonne less CO2 than equivalent rivals.

Toyota had given the ASA documentation which outlined the CO2 output of other cars and of the 1.5 litre engine Prius, and another which compared the Prius with previous versions of the car and another Toyota car.

"We noted that none of the cars with 1.5 litre engines featured in the chart emitted one tonne more CO2 than the Prius and that less than half of those new cars that had engines of less than 1.8 litres emitted one tonne more CO2 than the Prius," said the ASA's ruling.

"We noted that Toyota had qualified the claim by stating 'up to one tonne less CO2 per year' and that the Prius emitted significantly less CO2 than some other cars with greater engine capacity, but we did not consider their evidence demonstrated that it emitted one tonne less than equivalent vehicles with diesel engines," it said.

The ASA said the advert breached its TV Advertising Standards Codes on misleading advertising, evidence, implications, environmental claims, and comparative advertising.

The ruling came in response to one complaint, and the company was ordered not to broadcast the advert again in the same form.

Copyright © 2007, OUT-LAW.com

OUT-LAW.COM is part of international law firm Pinsent Masons.

High performance access to file storage

More from The Register

next story
Putin tells Snowden: Russia conducts no US-style mass surveillance
Gov't is too broke for that, Russian prez says
Did a date calculation bug just cost hard-up Co-op Bank £110m?
And just when Brit banking org needs £400m to stay afloat
One year on: diplomatic fail as Chinese APT gangs get back to work
Mandiant says past 12 months shows Beijing won't call off its hackers
Lavabit loses contempt of court appeal over protecting Snowden, customers
Judges rule complaints about government power are too little, too late
MtGox chief Karpelès refuses to come to US for g-men's grilling
Bitcoin baron says he needs another lawyer for FinCEN chat
Don't let no-hire pact suit witnesses call Steve Jobs a bullyboy, plead Apple and Google
'Irrelevant' character evidence should be excluded – lawyers
EFF: Feds plan to put 52 MILLION FACES into recognition database
System would identify faces as part of biometrics collection
Ex-Tony Blair adviser is new top boss at UK spy-hive GCHQ
Robert Hannigan to replace Sir Iain Lobban in the autumn
Edward Snowden on his Putin TV appearance: 'Why all the criticism?'
Denies Q&A cameo was meant to slam US, big-up Russia
Reprieve for Weev: Court disowns AT&T hacker's conviction
Appeals court strikes down landmark sentence
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.