DfT revises guidance on display of CO2 information in car advertising
Wed 28 January 2009
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The Department for Transport (DfT) has revised its guidelines for advertisers on the display of CO2 emissions and fuel economy information on outdoor advertising. The information, the guidance states, must be 'easily legible by a person standing on the opposite side of the road', albeit not necessarily visible to a passing vehicle.
The DfT's guidance on advertising has been re-issued following pressure from lobby groups which focused on the interpretation of a European regulation which is required to be enforced in the UK.
The guidance, which is published by the Vehicle Certification Agency (VCA) on its website says: 'It is not sufficient that the advertisement can be read by someone standing directly in front of the billboard, since it is designed to be seen by a much wider audience.' The changes will apply only to outdoor and print advertisements; TV adverts and websites are not considered to be 'promotional literature'.
The LowCVP held a seminar focusing on green claims in car advertising shortly after the news of the change in DfT guidance. The seminar was held in collaboration with the SMMT, and the advertising trade body, ISBA, and included presentations by the VCA and the Advertising Standards Authority. (see linked story)
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