ASA Raps Congestion Charge Advertising
The ASA has partially upheld complaints against a Transport For London poster advertising London’s controversial congestion charge scheme.
The poster, which claimed that cash generated from the congestion charge would be spent on improving transport in London, triggered 8 complaints from people claiming that motorists journey’s were unlikely to improve under the scheme.
Complainants further objected to the implication that revenue would immediately be spent on improving transport for London, claiming that revenues would be spent on administration costs.
The advertisers argued that all money raised by the charge is legally required to be invested in improving transport for London. They also claimed that the improvements in transport for Londoners would benefit both motorists and public transport users.
The ASA found the ad was misleading on the grounds that not all of the cash would be spent on improving transport for London, particularly at the start of the scheme.
However, the ASA also considered that the ads were justified in claiming that the congestion charge would improve transport in London. The Authority felt that the drop in car numbers meant that it was likely that motorists and other public transport users would enjoy transport improvements in central London.
Advertisers and media owners made the most of the introduction of London’s congestion charge zone, which launched earlier this week. Volvo look the opportunity to launch a guerrilla marketing campaign to promote its bi-fuel vehicles, which are exempt from the charge. Volvo’s marketing agency, NMI, sent out teams of flyposters on Sunday evening to apply vinyl sheeting to the logos on the roads, spelling out a message on behalf of car dealership HR Owen.
London’s Evening Standard also got in on the action, with 11 ads featuring the congestion theme. These included a promotion for radio station LBC, which asked: “If it’s still congested, do we get our money back?”
ASA: 020 7580 5555 www.asa.org.uk
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