Summary of ASA ruling
Irresponsible Advertising: Scanview Electronics Ltd breaks UK ad rules with references to prohibited use of electric scooters on www.electricbikescootercar.co.uk
Rule 1.3 of the CAP Code requires that:
Marketing communications must be prepared with a sense of responsibility to consumers and to society.
The ASA has previously investigated ads for electric scooters – Hy-Pro International Ltd t/a Zinc (Dec 2020); Furosystems Ltd (Feb 2021) – and found that depictions of or references to such devices being used on public roads (something currently prohibited for privately-owned vehicles of this kind) were irresponsible and breached the CAP Code.
The website www.electricbikescootercar.co.uk contains claims such as, Once you have made your choice you will not have to wait very long before you are on the road; and …ideal for city dwellers who are looking for eco-friendly private transport… which irresponsibly give the impression the devices are suitable or permitted for use on public roads in the UK.
The CAP Compliance team contacted Scanview Electronics Ltd but, in the absence of a response, took the decision on 20 July 2021 to place the company’s details on this section of the ASA website. These details shall remain in place until such time as Scanview Electronics Ltd has appropriately amended the www.electricbikescootercar.co.uk website to comply with the CAP Code.