A comparatively recent phenomenon in the motoring market has been the proliferation in the number of electric vehicles available to consumers. Inevitably there has been an increase in the marketing of these vehicles and subsequently an increase in the number of complaints received about these ads.
Generally the complaints received about these ads relate to either the vehicle’s claimed efficiency, or its claimed emissions. In light of this advertisers should take extra care when expressing figures in relation to these points, especially not to assume a level of consumer understanding above what is reasonable for a comparatively new and somewhat technical field.
Advertisers also need to take particular care in relation to the difference between hybrid electric vehicles and plug-in hybrid electric vehicles, particularly when calculating general efficiency and emissions claims. Given that plug-in hybrid electric vehicles have a mains-charged battery the calculations for their efficiency generally should take into account this additional power source, unless the ad explicitly states otherwise, in order to avoid misleading consumers.
More information on the advertising of electric vehicles can be found here.
If you require bespoke advice on your non-broadcast promotions, contact the CAP Copy Advice team on 020 7492 2100 or submit your enquiry via our website.