BMW rapped for 'misleading' advert

BMW has been rapped by the advertising watchdog for claiming its latest Z4 Roadster model had low levels of CO2 emissions.

It comes after two people complained to the Advertising Standards Agency (ASA) about an ad in the regional press.

The ad read: "Joy makes the most of every drop" and continued "So you can step on the accelerator, knowing Joy will minimise the CO2 emissions" and "BMW EfficientDynamics, Less emissions, More driving pleasure."

The complainants said claims in the small print that put CO2 emissions for the Z4 sDrive 35is Roadster at 210g/km implied this was a low figure when in fact it was still high - band K on the Government's A-M fuel economy bandings, where A is for the lowest emissions

BMW argued that the levels were lower than its previous Z4 Roadster model and that it produced the lowest emissions in comparison with competitors' models in the same class.

However, the ASA said readers were likely to assume that BMW's claims were a comparison against all cars and ruled that the advert should not be used again in its original form.

The ASA said: "Because an emission rate of 210 g/km was relatively high for any car, despite being lower than BMW's previous model and some competitors' similar specification vehicles, we concluded that the ad was likely to mislead without further qualification."

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