ASA Adjudication on Suzuki GB plc

Ad

A TV ad for the Suzuki SX4 showed the car being driven off road and in an urban environment at the same time via a split-screen. The voice-over stated "The Suzuki SX4 now available with 0% finance over three years ... Suzuki, for whichever path you choose." The superimposed text read "Model shown 1.6 4GRIP - £12,999. Excluding metallic paint ... 3 years 0% finance on SX4 2WD petrol models, from £9,999 with 50% deposit, 0% APR typical."

Issue

A viewer believed the ad was misleading because the voice-over implied the 0% finance offer was available on all SX4 cars, but the superimposed text stated that it did not apply to the model shown.

BCAP TV Code

Response

Suzuki said the superimposed text made it clear the offer was available on the 2WD version of the car only and emphasised that they had no intention of misleading viewers.

The Broadcast Advertising Clearance Centre (BACC) said that, because the voice-over did not state that all SX4 models were being offered with 0% finance, it was not misleading.  They said the superimposed text clearly qualified which models the finance offer applied to.

Assessment

Upheld

The ASA noted the comments made by Suzuki and the BACC and acknowledged that the superimposed text explained to which models the offer applied.  However, because the voice-over stated "The SX4 now available with 0% finance", we considered that most viewers were likely to understand that the offer referred to the whole SX4 range, including the model shown in the ad.  Because the superimposed text qualified the 0% finance offer and stated that it did not apply to the SX4 four-wheel drive model shown in the ad we concluded that the voice-over was ambiguous and likely to mislead.

The ad breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising) and 5.4.2 (b) (Superimposed text).

Action

The ad should not appear again in its current form.

Adjudication of the ASA Council (Broadcast)