Toyota ordered to drop 'exaggerated' adverts for Prius More news
6 June 2007The Advertising Standards Authority (ASA) has ruled that a television commercial for the hybrid Toyota Prius breached advertising rules by exaggerating the car's environmental benefits.
The advertisement claimed that the Prius emitted up to a tonne of CO2 less a year than an equivalent family car with a diesel engine. The ASA questioned Toyota's data, saying it was based on a 20,000km annual driving average in the US rather than the lower UK annual average of around 13,500km.
The ASA ordered Toyota not to broadcast the Prius commercial, made by Saatchi and Saatchi Japan, again in the same form.
Toyota were recently criticised by the ASA for making 'misleading' claims about the Lexus RX400h hybrid which it advertised under the headline "high performance, low emissions, zero guilt". (See associated link)
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