An attempt to extend Britain’s rules on car advertising across
Europe could be hampered by EC officials who believe they are already
They claim UK carmakers and their agencies are making a mockery of their
own self-regulatory system by running ads which should have been
outlawed on safety grounds.
Now Advertising Association executives, along with representatives of
the Advertising Standards Authority and the Independent Television
Commission, will meet EC and UK Government officials next month to
thrash out which rules a Europe-wide car advertising code should
The AA is worried that if the British rules, which are well observed,
are not used as a template, the result will be a set of regulations
which, in trying to satisfy all EC member states, will turn out to be
unrealistic and ineffective.
Lionel Stanbrook, the deputy director-general, of the AA, said: ’No car
advertising code will be any good if its administered by a toothless
Action on car advertising is part of a UK Government plan to improve
road safety in Europe when it assumes the EU presidency this year.
The ASA received 60 complaints about 26 car ads last year and ordered
nine to be withdrawn. But Caroline Crawford, its communications
director, claimed they were not causing concern.
’We’ve no reason to believe the increase in complaints is more than a
blip,’ she said.