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Fuel efficiency claims in car ads

CAP (The Committee of Advertising Practice) recently issued new guidance to car advertisers to ensure that information provided in ads about a car’s fuel efficiency does not mislead consumers.


Following a complaint upheld by the ASA against a claim made by VW for an Audi on Audi’s website, the guidance states that whenever an ad features fuel consumption figures that have been produced under the standardised European testing regime, the ad must include a qualification informing consumers that the figures were achieved under test conditions and that they may not be representative of the likely MPG a consumer will achieve when driving the car.

CAP has confirmed that wording such as “EU test figures for comparative purposes – not reflective of real driving results” should be sufficient to clarify the issue.

Read the full legal alert.

Last updated 15/05/2013

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