`Misleading` car advert removed

The advertising watchdog has told a car dealership it must remove adverts that imply the cars it sells cause no damage to the environment.

A television advert for Mill Garages said Volvo Drive models were "kind to the environment" because of their low fuel consumption and CO2 emissions.

But the Advertising Standards Authority (ASA) said the claims made by the Newcastle-based dealership were "misleading" and must be removed.

At the adjudication, the ASA said: "Viewers were likely to interpret the claim 'these cars are kind on the environment' in absolute terms that the Drive range caused no harm to the environment.

"Because that was not 1, we concluded that the ad was misleading."

It added that the garage has been told not to show the adverts in their current form and instead should say the cars are "kinder on the environment".

ITV told the ASA the advert had been approved locally due to time constraints but had pledged that similar adverts would be cleared centrally in future.

The ASA received one complaint from a viewer about the Mill's advert saying it was misleading.

Copyright © Press Association 2009