ASA Green-Lights Vauxhall Corsa Press Ad

The ASA has dismissed complaints against a national press ad for the new Vauxhall Corsa, despite allegations that it encouraged dangerous driving.

The ad was headlined “Put the fun back into driving” and featured a car apparently travelling at high speeds above a picture of a model race track. Complainants objected that the reference to driving as “fun”, in conjunction with the picture of a model race track, was irresponsible and would encourage drivers to behave carelessly.

The advertisers said that they wanted to attract young car buyers by conveying the message that the Corsa was an enjoyable car to drive. They claimed the ad was responsible because it showed the car travelling slowly and said that the model race track indicated that the car was not on a public highway.

The Authority noted the advertiser’s comments and concluded that the reference to “fun” and the fact that the car was not on a public highway, rendered the ad acceptable and unlikely to encourage dangerous driving.

Figures from Thomson Intermedia show that automotive advertisers spent more than £571 million on press advertising during 2002, an increase of 19.3% on the previous year, when £479 million was invested in the medium.

Last week the The ASA exercised the full extent of its power by referring marketing consultancy, The J Partnership, to the Office Of Fair Trading for its part in a misleading direct mail campaign (see ASA Uses Full Force Against Marketing Agency).

ASA: 020 7580 5555 www.asa.org.uk

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