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Car ads to carry larger "health warning"

Posted on Monday, 09 June 2008 07:28AM by
Car manufacturers will soon have to include prominent “health warnings” in their ads to make people aware of the fuel consumption and carbon emissions of each vehicle, as the European Union is due to implement new laws relating to car advertising.  This will be in a similar vein to tobacco advertising, and several suggestions as to how this might work are being investigated.  A rating system of A – G may be used to indicate emissions levels, or a traffic light system where eco-friendly cars are given a green star and gas-guzzling polluters carry a red star.  The rule writers, however, are still trying to agree on the best way to work out accurate carbon emission rates to use as the guideline.  In the meantime, whilst they dither, the escalating cost of fuel has already made more people choose smaller cars anyway.  In May of this year small city car sales were up by 12% and 4 x 4 registrations were down by 18%.
Brussels did issue guidelines for vehicle advertising several years ago, but manufacturers have largely got around that by showing petrol consumption in very small print.  The automotive industry is now clearly upset about this proposed new legislation and magazines fear that they are likely to lose a big chunk of their advertising revenue.
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