12:30 pm, February 21, 2009
CAR advertising has been discussed at a high level by the ad industry – with dealer input provided by the SMMT.
The various issues car makers have with car advertising rules and regulations were thrashed out with various advertising bodies at a seminar, to ensure cars are best represented without flouting the law.
Car buyers’ increasing environmental awareness, coupled with manufacturers building greener cars, means advertising has changed over the past few years, delegates were told.
That’s why the colour-coded labeling system was introduced – a voluntary scheme which the public has responded to just as positively as most car dealers.
Future EU labeling directives were also revealed, which could further impact on how cars are advertised.
Car dealer representation at the event was crucial, said SMMT chief exec Paul Everitt.’(It) is an important step in ensuring the UK motor industry continues to take the lead in raising consumer awareness about environmental issues, and in building trust and confidence in the integrity of the advertising we use.
‘The threat posed by climate change and public awareness of its implications now means that many products and companies, across all sectors, want to use environmental performance to promote their products.
‘This is something that we should encourage. But in doing so we need to ensure that consumers are not misled or promised something that cannot be delivered.’
Car makers are expected to take advice from the event in shaping more honest, open and transparent adverts. CO2 and environmental information is expected to form the backbone of future campaigns. Dealers should prepare for this accordingly!
