Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB | Page 57

Motor vehicles - (Federal Chamber of
Automotive Industries Code of Practice for
Motor Vehicle Advertising)
In 2016 there were 10 cases considererd under
the FCAI Code, with one advertisement found to
breach the Code.
along shots of the speedometer are shown. By
the final scene the speedomoter has reached
206 miles an hour (Bentley Motors Ltd –
0230/16). This advertisement was also upheld
under Clause 2(b).
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 eight advertisements considered under
this Section in 2016, with one advertisement
found to breach the FCAI Code.
Complaints were dismissed for:
•
An internet advertisement for the Bentley
Continental GT Speed is preceded with
information advising that the vehicle is driven
by John Bowe, former racing driver and it is
driven in controlled conditions on a section
of the Stuart Highway with an unrestricted
speed limit. The focus is on the speed able to
be achieved by the car and as the car drives
Review of Operations 2016
An internet advertisement depicting a
stripped back prototype Volkswagen Amarok
in a testing environment set in open country
to demonstrate its four-wheel drive and
off-road capability. The ‘prototype’ is driven
through open terrain by a ‘precision driver’
dressed in protective clothing and wearing
a helmet, crossing open terrain, traversing a
small rise, cornering and travelling through
very shallow water (Volkswagen Group
• An internet advertisement depicting a
vehicle driving on a scenic mountain route.
The marketing campaign focuses on the
vehicles performance rather than the “actors”
performance to sell the vehicle with the final
proposition “For those who buy the car and
not the ad”. A super appears at the end of the
advertisement that reads “ŠKODA Octavia,
0-100 in 6.9 seconds” (Volkswagen Group
Australia Pty Limited – 0437/16).
• A Pay-TV advertisement featuring vehicles
driving through long plains, straight dessert
roads, and through industrial areas. The
on-screen text includes, ‘Ultimate Power’,
‘Ultimate Action’, ‘Ultimate Control’,
‘Ultimate Thrills’, ‘Ultimate Style’, ‘Ultimate
Design’, ‘Ultimate Luxury’, and ‘Ultimate
Driving Experience’ (BMW Group Australia
– 0466/16). This advertisement was also
considered under Clause 2(b).
Australia Pty Limited – 0205/16).
•
The advertisement found to breach this Clause of
the FCAI Code was:
•
driver training in Volkwagens. After they
have completed their training they take
their unsuspecting family members out for a
drive on the race track and proceed to scare
and amaze them with their new driving
skills which include cornering at speed and
zig-zagging between cones (Volkswagen
Group Australia Pty Limited – 0425/16).
This advertisement was also considered under
Clause 2(b).
•
An internet advertisement depicting a vehicle
driving through picturesque mountains
to a ferry port. A couple emerge and the
man states “If we take the ferry we could
save an hour”. The female responds with
“challenge accepted”. The couple get back
into the C-Class Coupe and drive through
the Alps (Mercedes-Benz Aust/Pacific
P/L – 0231/16). This advertisement was also
considered under Clause 2(b).
An internet advertisement depicting two
members of the public, a bird watcher and
a callisthenics teacher, described as ordinary
drivers. These two drivers are taken to a
secret training facility to be given intense
55