Feeds

Toyota Prius is not so green, says ads watchdog

Ad's CO2 claims go up in smoke

Boost IT visibility and business value

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.

The Essential Guide to IT Transformation

More from The Register

next story
Just TWO climate committee MPs contradict IPCC: The two with SCIENCE degrees
'Greenhouse effect is real, but as for the rest of it ...'
Adam Afriyie MP: Smart meters are NOT so smart
Mega-costly gas 'n' 'leccy totting-up tech not worth it - Tory MP
'Blow it up': Plods pop round for chat with Commonwealth Games tweeter
You'd better not be talking about the council's housing plans
Arrr: Freetard-bothering Digital Economy Act tied up, thrown in the hold
Ministry of Fun confirms: Yes, we're busy doing nothing
Help yourself to anyone's photos FOR FREE, suggests UK.gov
Copyright law reforms will keep m'learned friends busy
Apple smacked with privacy sueball over Location Services
Class action launched on behalf of 100 million iPhone owners
UK government officially adopts Open Document Format
Microsoft insurgency fails, earns snarky remark from UK digital services head
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Backing up Big Data
Solving backup challenges and “protect everything from everywhere,” as we move into the era of big data management and the adoption of BYOD.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.