Advertising Standards Bureau Review of Operations 2014 | Page 52
Cars - (Federal Chamber of Automotive
Industries Code of Practice for Motor
Vehicle Advertising)
Motor vehicle advertisements that raised issues
under the Federal Chamber of Automotive
Industries (FCAI) dropped to less than two per
cent of complaints in 2014, compared to the
previous year when vehicles were the issue raised
in 4.35 per cent of cases.
section generally include motor vehicles travelling
at excessive speed, sudden changes in direction
or speed of a motor vehicle, deliberately and
unnecessarily setting motor vehicles on a collision
course, or the apparent and deliberate loss of
control of a moving motor vehicle.
Key issues in 2014
The most complained about campaign considered
under the FCAI Code in 2014 raised issues
under Section 2(a). The advertisement featured
a woman singing and moving to music while
driving (KIA Automotive Australia - 0231/14).
The Board previously dismissed a different
version of the advertisement which featured the
husband driving the car (0330/11). Noting that
the woman appeared in full control of the vehicle
at all times and although the woman was singing
and performing some dance movements with her
body, there was no suggestion that she was not
aware of her surroundings and in the Board’s view
her driving appeared safe and controlled.
•
A
dvertisers should note that depicting speed
or even an implication of driving at excessive
speed can breach the FCAI Code.
•
A
dvertisers should ensure controlled driving
is depicted.
•
A
dvertisements need to comply with all
applicable road rules, including the use of
seatbelts, indicators and fog lights.
•
R
egardless of where a car is depicted driving,
the Board must consider whether the driving
depicted would be unsafe if it were on a road
or road-related area.
•
C
are should be taken to ensure damage is not
caused to the environment in advertisements
depicting off-road driving.
•
A
dvertisers must be aware of the need to
meet the intent and spirit of the FCAI Code
as expressed in the Explanatory Notes, not
just the substantive provisions.
Concerns raised by the community about motor
vehicle advertisements in 2014 related to driving
practices that may breach the law, excessive speed,
environmental damage, and unsafe driving.
Depictions of unsafe driving
Clause 2(a) of the FCAI Code outlines that
advertisers should not depict unsafe driving,
including reckless and menacing driving that
would breach any Commonwealth law or the law
of any State or Territory. Complaints under this
50
In 2014, of all cases considered under the
FCAI Code which raised issues under Section
2(a), one was found in breach of this provision
(BMW Group Australia Ltd – 0127/14). This
advertisement depicted the vehicle swerving
and changing direction suddenly, a tachometer
showing high engine revolutions, the sound of the
engine, and tyre tread left on the road when the
vehicle pulls away. In the Board’s f