As schools across the country break for summer holidays, many families will be hopping in the car for seaside day trips or hiking holidays. A perfect opportunity, then, for a refresher course on ensuring your motoring ads pass the test.
Safety is key
Ads that depict motoring are subject to Section 19 of the CAP Code, and road safety is key to these rules. Rule 19.2 states that advertising should not “condone or encourage unsafe or irresponsible driving” or feature behaviour that, if emulated, could result in a breach of the legal requirements in the Highway Code. Marketers must ensure that their ads responsibly demonstrate road safety and sensible driving.
Depictions of sudden overtaking, racing, or weaving in and out of lanes can risk being considered a breach of the rules, even in somewhat fantastical scenarios. Seatbelts should typically be shown being used, even if you’re not advertising a car. Ads also shouldn’t encourage unsafe or irresponsible driving in their ads, for example by suggesting that drivers of those vehicles could push the boundaries of safe and responsible driving.
Showing vehicles being driven in a safe and controlled manner, at a reasonable speed is the best way to go.
Avoid making speed your focus
Marketers should be wary of the context of any claims about speed or acceleration, so as to avoid falling foul of Rule 19.4. Care must be taken with any references to rapid acceleration, such as ‘0-60’ type claims, particularly where the context is likely to make this the central message of the ad. Signs of excessive speed such as blurred lights should also be avoided.
Be wary of hazards
Be careful of depicting phones or other, similar devices in motoring ads. Whilst showing hands-free equipment is not explicitly prohibited, depicting calls on such devices could be seen to encourage dangerous driving practices if the featured driver is shown to be distracted.
The ASA upheld a complaint against a Jaguar ad which promoted features that allowed the driver to carry out work-related tasks via hands-free technology, as it was considered likely to distract a driver’s attention from the road and prevent them from having full control of the vehicle.
For further advice on your non-broadcast motoring campaigns, our Copy Advice team is on hand to provide free, bespoke advice.
More on
-
Keep up to date
Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.
