LowCVP brings stakeholders together to discuss how to 'green' car ads
Thu 22 January 2009
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The LowCVP has brought key stakeholders together to discuss the use of 'green' messaging in car advertising. The event, held at the SMMT, brought together the motor industry with the Advertising Standards Authority (ASA), the advertising industry body (ISBA), Defra and the DfT's Vehicle Certification Agency (VCA) as well as representatives of environmental groups.
The event was introduced by the LowCVP's Deputy Director, Jonathan Murray, who highlighted recent data (from a survey carried out by Ebiquity for the LowCVP) showing a significant level of climate change and environment-related messaging in car advertising. The discussions focused on the existing rules on car advertising and on how 'green' claims should be made. It also looked at possible routes for improving both the quantity and quality of 'green' messaging in car advertising.
A representative from DEFRA provided an update on plans for a forthcoming revision of the Green Claims Code, intended to give guidance on responsible claims concerning the environment in advertising.
The Advertising Standards Authority explained that environmental messages included in car advertising has become a controversial area in the last few years and that the number of complaints the Authority has received has increased sharply.
In 2007, the European Commission called for the introduction of a code of 'good practice' on environmental messages in car advertising (see related link.)
All the presentations given at the advertising seminar are downloadable from the LowCVP website through the associated link.
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