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Cars - Federal Chamber of Automotive Industries Code of Practice for Motor Vehicle Advertising ( FCAI Code )
There was significant increase in the number of complaints received about motor vehicle advertisements in 2015 . In 2015 there were 17 cases considererd under the FCAI Code .
Depictions of unsafe driving
Clause 2 ( a ) of the FCAI Code states :
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 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 .
There were nine advertisements considered under this Section in 2015 , with complaints against all nine dismissed .
Complaints were received about :
• An advertisement showing a car driving through a commercial wharf , in particular a scene where it drives under a shipping container being lifted by a forklift . The Board acknowledged that this type of behaviour would not be recommended but considered that in the context of the controlled environment within the container wharf location , the portrayal was not unsafe ( Nissan Motor Co ( Aust ) Pty Ltd – 0089 / 15 ).
• An advertisement showing a car overtaking another car near the crest of a hill . The Board determined the advertisement made it difficult to tell the driver ’ s placement on the hill , however due to the broken lines on the road considered this was likely to be a safe place to overtake ( Ford Motor Co of Aust Ltd – 0095 / 15 ).
• An advertisement showing a vehicle towing a caravan in various locations including off-road and a shallow river crossing , and overtaking another vehicle on a sealed road . The Board noted the driver is shown in control of the vehicle at all times and determined his driving was not unsafe ( Holden Ltd – 0098 / 15 and 0109 / 15 ).
• An advertisement showing an off-road vehicle driving in different locations , including an unsealed road , sand track , quarry , river bed and forest trail . The Board considered the advertisement did not depict any unsafe driving ( Isuzu – 0125 / 15 ).
• An advertisement which showed a car changing speed and direction . The Board found the changes were not unnecessary and were done to highlight the voice activated features in the vehicle ( Ford Motor Co of Aust Ltd – 0464 / 15 ).
• An advertisement which suggested a car was racing bicycles . The Board noted that although the driver does say ‘ see you at the bottom ’ to the cyclists he does not specifically mention a race , and that the driver is in control of the vehicle at all times ( Mitsubishi Motors Aust Ltd – 0485 / 15 and 0510 / 15 ).
• An advertisement which showed a vehicle driving through a test environment set up to resemble a busy city , and overtaking a group of cyclists before swerving to avoid a number of pedestrians on the road . The Board noted the test environment , that the car was seen driving in a safe manner and determined that overall the advertisement did not depict unsafe driving ( Toyota Motor Corp Aust Ltd – 0491 / 15 ).
Driving in excess of speed limits
LIAISING COMPLAINT CONSOLIDATING
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Clause 2 ( b ) of the FCAI Code states advertisers should ensure that advertisements for motor vehicles do not portray :
People driving at speeds in excess of speed limits in the relevant jurisdiction in Australia in which the advertisement is published or broadcast .
In 2015 seven advertisements were considered under this Code . No ads were found to breach Clause 2 ( b ), however one advertisement considered under this Clause was found to breach other clauses ( New Pioneer Motors – 0302 / 15 ). Of the seven advertisements considered , three were also considered under Clause 2 ( a ), ( Mitsubishi Motors Aust Ltd – 0485 / 15 and 0510 / 15 ; and Holden Ltd – 0098 / 15 ).
Advertisements that were considered under this Clause included :
• A billboard with a picture of a vehicle on a race track and the words ‘ fastest land rover ever ’. The Board determined that as there is no context of a speed limit , the advertisement did not depict speeding ( Jaguar Land Rover Australia Pty Ltd – 0157 / 15 ).
• An advertisement which depicted a vehicle reversing through muddy terrain at speed , towing another vehicle . The Board considered that action is consistent with towing a vehicle out of muddy terrain and is not suggestive of speeding ( Isuzu – 0327 / 15 ).
• An advertisement which shows a vehicle being driven through a desert . The Board noted that the vehicle is shown in a way that makes it appear to be travelling fast , however when the speed is shown , the car is moving at 98km / hr which would not be break the speed limit ( Holden Ltd – 0428 / 15 ).
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Review of Operations 2015
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