ASA Non-broadcast Adjudication: Emissions Technology Europe Ltd

Complaint

Objections to an advertisement for a fuel saving device that claimed "The Ctech-3000 reduces fuel cost, increases horsepower and reduces exhaust emissions. Laboratory test [sic] have shown that the Platinum FuelSaver enhances the fuel burn during the power stroke of the engine ... Save up to 22% on petrol ... Guaranteed to Save You a Minimum of 10% on Fuel Costs". The complainants challenged the claims:

1. "reduces fuel cost";

2. "increases horsepower";

3. "reduces exhaust emissions";

4. "Laboratory test [sic] have shown that the Platinum FuelSaver enhances the fuel burn during the power stroke of the engine";

5. "Save up to 22% on petrol" and

6. "Guaranteed to Save You a Minimum of 10% on Fuel Costs".

CAP Code

Adjudication

The advertisers sent the results of a set of tests carried out on the C-tech 3000 fitted to a Paykan, an Iranian car based on the Hillman Hunter, which showed the car tested had improved fuel consumption, increased wheel power and reduced emissions after the device had been fitted.

The Authority took expert advice. It understood that, because the tests were carried out on one make of car only, which was not representative of the car market the advertisement addressed, and because the conclusions were based on one set of test results only, the test results were not comprehensive. It understood that, because the advertisers had not provided information about the test equipment or test conditions or performed any repeatability tests, it was not possible to determine whether the test had been suitably controlled. The Authority concluded that the advertisers had not provided satisfactory test results for the advertised product.

1. 2. 3. 5. and 6. Complaints upheld

The advertisers did not provide comprehensive and carefully controlled test results for the product that supported the claims "reduces fuel cost", "increases horse power", "reduces exhaust emissions", "Save up to 22% on petrol" and "Guaranteed to Save You a Minimum of 10% on Fuel Costs".

The Authority told the advertisers to remove the claims until they held comprehensive and carefully controlled test results prepared by an independent laboratory carried out on the advertised product.

4. Complaint upheld

The advertisers sent in a paper published by the Society of Automotive Engineers which dealt with the effect that plating the top and side surfaces of the piston crowns in an engine with a platinum-rhodium coating had on unburned hydrocarbon emissions.

The Authority noted that the paper was not research carried out on the advertised product and understood that it did not support the claim "enhances the fuel burn during the power stroke of the engine". The Authority told the advertisers to remove the claim until they held comprehensive and carefully controlled test results prepared by an independent laboratory carried out on the advertised product.