NEWS: DVLA pulps work for personal car plates after MPs complain

The Government has run into fresh controversy with an advertising campaign to sell personalised car registration plates.

The Government has run into fresh controversy with an advertising

campaign to sell personalised car registration plates.



The Driver and Vehicle Licensing Agency has been forced to pull the

press and 22 million-strong direct mail campaign a third of the way

through because of complaints from both the public and MPs.



Complaints to the Advertising Standards Authority have criticised the

ads for using envy to sell the plates and being ‘over the top’, while

letters condemning the campaign have also appeared in the national

press.



Personalised plates with the new ‘p’ prefix cost up to pounds 2,000

apiece and the direct mail and press campaign encourages drivers to make

people jealous with their registration number.



The copy reads: ‘You know how envious people are when you get a new car.

Well this year really rub it in.’ Sales this year have already topped

pounds 5 million.



The DVLA is now understood to have ended the campaign prematurely to

avoid further controversy. Press ads have been pulled while direct mail,

which was due to piggyback tax-disc reminders to another 14 million

homes, has been pulped.



Jamie Priestley, account director at Claydon Heeley, the agency that

devised the campaign, said it had been misinterpreted: ‘The ad was

tongue-in-cheek and was not meant to be taken seriously.



‘There have been a handful of complaints but it was passed by the ASA

before the campaign ran. It’s not causing us any problems because we

have new work ready to roll.’



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).