Motor Vehicles

18 Motor Vehicles

a) Advertisements must not encourage or condone illegal, dangerous, inconsiderate or competitive driving practices or breaches of the Highway Code;

b) References to the power or acceleration of motor vehicles or automotive products must not imply that it is acceptable for speed limits to be exceeded, and there should be no accompanying suggestion of excitement or aggression.

Treatments that are clearly fantasy (those which it would not be physically possible for drivers to emulate in real life), do not normally cause difficulties. Where, however, an advertisement features, however fancifully, driving behaviour which could be copied, or which might encourage other forms of illegal, unsafe or discourteous driving, the above Rules apply. Car chases etc. are not acceptable in automotive advertising.

c) Safety claims should not exaggerate the benefit to consumers. Advertisers must not make claims about safety unless they hold evidence to support them