"A paid for Google ad for MG Motor seen in August 2023 featured the claim, “Find A Dealer – Book A Test Drive. Save £1,000 On Your Next MG HS Plug-in Hybrid [...] Zero Emissions”".
The ad made the claim “Zero Emissions” without material information that was required to allow consumers to understand on what it was based. It did not differentiate between the vehicle types. Nor did it clarify that the claim was restricted to emissions when an electric vehicle was being driven, as opposed, for example to emissions generated during the manufacture of the car or when it was charged using electricity from the national grid.
The Advertising Standards Authority concluded that the ad, therefore, was likely to mislead. The ASA ruled that the ad must not appear again in its current form. It told MG to ensure that “zero emissions” claims were made only where that was appropriate. They should ensure, in ads for fully electric vehicles, to be explicit that the claim applied only to the vehicle while it was being driven. In relation to ads for plug in hybrids, it should be clear it applied to driving only and when using the battery for power. It should never be made in relation to vehicles that were powered by petrol or diesel engines."
Case Documents:
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