'Misleading’ zero emissions ads from BMW and MG banned
Thu, 22 Feb 2024
BMW and MG have had to stop a series of advertising campaigns after the Advertising Standards Authority ruled the use of ‘zero emissions’ was misleading.
Both car brands referenced zero emissions in the ads, which ran on Google.
This 'misleadingly represented the vehicles' environmental impact, said the ASA, which brought the cases against both carmakers – and subsequently upheld its own challenge.
MG, it said, did not fully explain the zero emissions claim.
The ASA said the carmaker should have made it "explicitly clear it related to emissions produced when the vehicle was being driven."
BMW, it said, used headline text saying ‘zero emission cars’ in its Google ads. "
"We understood that when electric vehicles were driven, no emissions were produced. However, in other circumstances, such as the manufacture or charging of an electric vehicle using electricity from the National Grid, emissions were generated," stated the ASA
The ASA stated that neither car firm should use the ads again in their current form. The decision means car firms now face fresh challenges in advertising electric cars.
Its ruling that using the term ‘zero emissions’ is misleading will restrict how car makers can word adverts for electric cars in the future.
It may also make it more challenging to meet the Government’s own rules for minimum electric car sales that’s come into force in 2024 – which, ironically, is called the Zero Emissions Vehicle Mandate.
"The case serves as a warning to car manufacturers who fail to clearly define which part of owning an electric vehicle makes them emissions-free," said marketing trade title The Drum.
Both BMW and MG have confirmed they have stopped all references to ‘zero emissions’ in their paid for online adverts.
Are electric cars are here to stay?
