MPs’ report attacks car advertising for highlighting speed

The Government is under pressure to stop ’irresponsible’ car advertising after being warned by MPs that it is having a detrimental effect on young drivers.

The Government is under pressure to stop ’irresponsible’ car

advertising after being warned by MPs that it is having a detrimental

effect on young drivers.



The Labour-dominated Select Committee on the Environment, Transport and

the Regions said in a report: ’Too many advertisements feature images of

cars being driven at high speeds on deserted roads, and too much of the

copy which accompanies such images emphasises only the top speed and the

acceleration of the cars.’ It warned that advertising was undermining

efforts to change the attitudes of young drivers.



The report follows earlier warnings from the Independent Television

Commission about how misjudged ads - including the Sweeney-style spoof

for the Nissan Almera - undermined its guidelines.



The MPs recommended that the Government hold talks with advertisers and

motor manufacturers ’to ensure that irresponsible advertising of cars is

ended, and that advertisers seek to promote safe driving’.



In a report on young and newly qualified drivers, the MPs conceded that

TV programmes, films, computer games and peer pressure also influenced

their attitudes.



But they concluded that advertising would have a much more direct impact

’because it focuses on the reasons someone might want a particular car

and because it is likely to be seen as an endorsement of those attitudes

by the car’s manufacturers’.



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