ASA Upholds Complaints Against Daewoo

The ASA has upheld complaints against a national press campaign for Daewoo, which claimed that the company’s latest car was “driving around with an eye on the environment.”

The advert for the car listed its emissions and fuel consumption rates prompting a member of the public to complain that it implied the car’s environmental performance was a positive feature. The complainant also felt the car had high CO˛ emissions.

Daewoo conceded that the car’s CO˛ emissions were not ‘class-leading’ but argued that the car’s environmental performance should not judged on that alone. The company pointed out that the fuel consumption, which it believed to be excellent, had also been mentioned in the ad.

In response, the ASA stated that the ad misleadingly implied that CO˛ emissions were a positive performance feature, and warned the advertisers to avoid that implication in future.

Earlier this month the ASA upheld complaints from the National Society For Clean Air And Environmental Protection against a Peugeot advert, which claimed that its new car was “environmentally friendly” (see ASA Upholds Complaints Against Peugeot).

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

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