Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 58

• • A Facebook advertisement which includes a video depicting two cars racing around a track. The cars are shown driving at speed with driving practices including crossing lines, fishtailing and fast acceleration. The caption above the video on Facebook says ‘With looks that set hearts racing, the BMW M4 GTS boasts a 0 to 100 time of just 3.8 seconds.” (BMW Group Australia – 0493/16). Driving practice that may breach the law Clause 2(c) of the FCAI Code states advertisers should ensure that advertisements for motor vehicles do not portray: Driving practices or other actions which would, if they were to take place on a road or road-related area, breach any Commonwealth law or the law of any State or Territory in the relevant jurisdiction in which the advertisement is published or broadcast directly dealing with road safety or traffic regulation. A television advertisement depicting a vehicle on a flat gravel driveway. Two other vehicles are shown shortly behind the main vehicle as a number of shots show the vehicles exterior design features. The camera focuses on the 4CONTROL badge and the vehicle makes a quick turn to demonstrate the enhanced handling provided by this feature. This turn distances the main vehicle from the other vehicles following it. The vehicle then comes to a stand still for the price pointed end frame (Renault Australia – 0499/16). Driving in excess of speed limits To breach this clause it must be a clear what the speed limit is and the speed the vehicle is travelling. The Board also dismissed a number of cases under this Clause including: • A Pay-TV ad for a vehicle depicted driving in broad daylight along a scenic country road. There are roughly 10 seconds of driving footage in the advertisement, during which the vehicle is briefly shown alone. After this, the Discovery is shown approaching another vehicle, then passing it on the right over broken white lines ( Jaguar Land Rover Australia Pty Ltd – 0186/16). • A television advertisement highlighting ŠKODA’s SmartLink that allows seamless smartphone integration within the vehicles infotainment system (Volkswagen Group Australia Pty Limited – 0365/16). 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 2016 there was one case upheld under this clause (Bentley Motors Ltd – 0230/16), and three dismissed. All cases considered under Clause 2(b) in 2016 were also considered under Clause 2(a). 56 Environmental damage Clause 2(e) of the FCAI Code states advertisers should ensure that advertisements for motor vehicles do not portray: Deliberate and significant environmental damage, particularly in advertising for off-road vehicles. In 2016 only one case was considered under this Clause: • A television advertisement depicting a group of five cheetah cubs playing with one another in a field. As they run towards the camera we see them morph into a Mazda CX-5s. We see the five cars driving across the field in formation as well as some interior shots, and a male voice over describes the features of the cars. The final scene shows the cars morph back in to cheetahs (Mazda Australia Pty Limited – 0296/16). Advertising Standards Bureau