UK advertising body tells Toyota to modify 'misleading' Prius TV advert

jiepsie · 06-06-2007, 11:09 AM

LONDON (Thomson Financial) - The UK's Advertising Standards Authority (ASA) told Toyota Motor Corp today to modify a television advertisement which it found misled consumers about how much the Japanese carmaker's Prius car benefited the environment.

The advertisement claimed that the hybrid gas-electric vehicle emitted up to one tonne of carbon dioxide less per year than a similar family car with a diesel engine.

But the advertising watchdog said Toyota's data was based on the 20,000 kilometre (12,000-mile) average annual distance driven by cars in the United States, instead of the 13,440 kilometres average in Britain.

More on the Thomson Financial website.

And here's what the ASA said, the original "adjudication" (never heard that word before):
http://www.asa.org.uk/asa/adjudications/Pu...F_ADJ_42615.htm

Edit: added a link to the ASA adjudication.

Frank Hudon · 06-06-2007, 12:14 PM

and way less NOx than any diesel on the road today.

dmckinstry · 06-06-2007, 08:28 PM

<div class='quotetop'>QUOTE(lowlander @ Jun 6 2007, 08:09 AM) [snapback]456537[/snapback]</div>

Quote:

LONDON (Thomson Financial) - The UK's Advertising Standards Authority (ASA) told Toyota Motor Corp today to modify a television advertisement which it found misled consumers about how much the Japanese carmaker's Prius car benefited the environment.

The advertisement claimed that the hybrid gas-electric vehicle emitted up to one tonne of carbon dioxide less per year than a similar family car with a diesel engine.

But the advertising watchdog said Toyota's data was based on the 20,000 kilometre (12,000-mile) average annual distance driven by cars in the United States, instead of the 13,440 kilometres average in Britain.

More on the Thomson Financial website.
[/b]

Don't they understand what "up to" means?

Dave M.

KV55 · 06-07-2007, 07:28 AM

But even "up to" is misleading because I travel 17,000 miles per year, so I get better than the one tonne saving ie there is no "up to" limit. Toyota should just keep it simple and say it is way cleaner than X, Y and Z. I wonder who put the complaint in to the ASA?

06-06-2007, 11:09 AM	#1
jiepsie Senior Member Join Date: Jun 2006 Posts: 267 My Car: Package: Nominated 0 Times in 0 Posts TOTM Awards: 0 Friends: 0	LONDON (Thomson Financial) - The UK's Advertising Standards Authority (ASA) told Toyota Motor Corp today to modify a television advertisement which it found misled consumers about how much the Japanese carmaker's Prius car benefited the environment. The advertisement claimed that the hybrid gas-electric vehicle emitted up to one tonne of carbon dioxide less per year than a similar family car with a diesel engine. But the advertising watchdog said Toyota's data was based on the 20,000 kilometre (12,000-mile) average annual distance driven by cars in the United States, instead of the 13,440 kilometres average in Britain. More on the Thomson Financial website. And here's what the ASA said, the original "adjudication" (never heard that word before): http://www.asa.org.uk/asa/adjudications/Pu...F_ADJ_42615.htm Edit: added a link to the ASA adjudication. __________________ Fuel money saved so far (one year): roughly €1000 / $1350

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06-06-2007, 12:14 PM	#2
Frank Hudon Senior Member Join Date: Jan 2004 Posts: 4,144 My Car: Package: Nominated 0 Times in 0 Posts TOTM Awards: 0 Friends: 0	and way less NOx than any diesel on the road today.

06-07-2007, 07:28 AM	#4
KV55 Member Join Date: Feb 2007 Location: Bristol, UK Posts: 60 My Car: 2005 Prius Package: T4 Nominated 0 Times in 0 Posts TOTM Awards: 0 Friends: 1	But even "up to" is misleading because I travel 17,000 miles per year, so I get better than the one tonne saving ie there is no "up to" limit. Toyota should just keep it simple and say it is way cleaner than X, Y and Z. I wonder who put the complaint in to the ASA?