Watchdog Clamps Down On Audi For Encouraging Speeding
The advertising watchdog has today banned a campaign promoting Audi cars following complaints that it encouraged speeding and irresponsible driving.
The leaflet for the new Audi A3 highlighted a section of the A5 from Weston-Under-Lizard to Horsebrook and encouraged people to drive the car along it. The centre page of the mailing read: “Ten kilometres of dead straight tarmac and a 3.2 V6 with potent acceleration – the perfect match.”
The Advertising Standards Authority said the campaign, created by Bartle Bogle Hegarty, encouraged acceleration over a long stretch of road and could be seen to condone excessive speeding and thereby encourage irresponsible driving.
Audi claiming the mailing was intended to inform potential customers about the benefits of the new A3 model in the context of driving. They argued that the centre-page spread merely pointed out the road conditions in which it would be safe to accelerate.
The advertisers also argued that the mailing did not promote driving at excessive speeds or suggest accelerating beyond the speed limit. They pointed out that the term ‘potent acceleration’ could quit easily mean 0 to 30 miles per hour, or 0 to 50 miles per hour.
The Advertising Standards Authority acknowledged that Audi had shown an early version of the leaflet to a team of advertising experts, but pointed out that it did not contain the words ‘potent acceleration’. It ruled that Audi could not repeat the advert in the future.
Last year Audi launched what it claimed to be Britain’s biggest outdoor advertising campaign across 140 different locations to promote its new A8 luxury saloon. The campaign comprised advertising wraps on 80 landmark buildings, as well as extensive television, national press and cinema activity (see Audi Launches Biggest Ever Outdoor Ad Campaign).
ASA: 020 7580 555 www.asa.org.uk
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