"BMW said in its defense that it had bid on the term 'Zero Emission Cars' to target consumers who were searching for electric cars. It claims that the term 'Zero Emission Cars' had been put automatically into the ad. It also said that the term only appeared in a small amount of search results, giving evidence to suggest it was just 0.02% of the ad impressions."
"MG's ad, on the other hand, promoted a fully electric vehicle alongside a hybrid while being unclear about which car the zero-emissions claim was in relation to. The ASA said that the claim was made without providing enough information to the customer to understand which vehicle it referred to while adding that electric cars do emit greenhouse gases in other ways."
Electric vehicles produce zero tailpipe emissions while driven, but greenhouse gases arise during vehicle manufacture and electricity generation for charging. The Advertising Standards Authority banned BMW and MG ads that claimed vehicles were emissions-free without clarifying those limits. BMW used the phrase 'Zero Emission Cars' in paid search and said the term was automatically applied; BMW agreed to stop bidding on that phrase. MG promoted electric and hybrid vehicles together without specifying which vehicle the zero-emission statement referred to. Advertisers must clarify that zero-emission claims relate only to battery-powered driving and not to manufacturing or charging.
Read at The Drum
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