Bulletin

February 2021  #128

A quick guide to motor vehicle advertising

Community concerns about issues from speed to unsafe driving in motor vehicle ads are considered by the Ad Standards Community Panel under the FCAI Code. A quick guide to this Code for advertisers and motoring enthusiasts is now available in our latest blog post.

Rally to road ad OK

Complaints about a car advertisement showing a vehicle doing ‘circle work’ in a dirt field which raised concerns about unsafe driving have been dismissed by the Ad Standards Community Panel.

The Panel determined that the content did not breach the Voluntary Code of Practice for Motor Vehicle Advertising (known as the FCAI Code), noting that it clearly showed a closed circuit testing area, emphasised by the driver wearing full racing livery.

Fantasy elements considered in electric car advertisement

Concerns about speeding and unsafe driving across three variations of a TVC for an electric car were considered by the Community Panel last month.

The Panel noted that there was no indication of excessive speed, and that the driver appeared to be in control of the car by driving in a safe manner that would not breach road laws.

The Panel also noted the fantastical nature of some scenes including clearly superimposed images and determined the content did not breach the FCAI Code.

Off-road vehicle ad gets nod of approval

Complaints about a TVC with a bobblehead dog on the dash of a ute which raised environmental concerns about ‘ripping up the bush’ and unsafe off-road driving have been dismissed by the Community Panel.

The Panel noted that the driver paused and took the car’s capabilities into consideration in each sequence and, consistent with Clause 4 of the FCAI Code, safely demonstrated the vehicle’s off-road abilities. It also noted that any environmental damage did not appear to be deliberate or significant.

You can find all Ad Standards Community Panel determinations on the website at AdStandards.com.au/cases

Resources for advertisers

The Ad Standards Copy Advice Service is the fastest and most cost-effective way to check whether or not your campaign is likely to meet community standards.

Other resources to help advertisers know your code and produce responsible advertising include:

1. Online training resources about the advertising Codes and the self-regulation system.
2. Bespoke training to meet your individual advertiser needs.
3. Determination summaries provide precedent information.
4. The latest updates on LinkedIn and Twitter @Ad_Standards.
5. All the news and information online at AdStandards.com.au.