[sustran] Another car* ad you may have seen,
surprisingly it may be legal
Todd Edelman, Green Idea Factory
edelman at greenidea.eu
Thu Nov 19 21:46:09 JST 2009
Hi,
I was looking up advert standards in the UK and realised that this
Mitsubishi Colt advert shown on Greek TV
<http://www.youtube.com/watch?v=ZeKtylqoh0s> (Mark Lobjoit posted it on
the New Mobility Cafe list earlier in the week) would very likely not be
illegal in the UK because a - It is not reality pictured, but a fantasy
land and b - the speed limit referred to is "100" but it is not
explicitly kph or mph.... . (This advert was very expensive so I assume
it was not done just for many European markets -- the ending text is
"While Speedville is a fantasy, the Mitsubishi Colt is real". I am
actually not sure if car* adverts produced for the UK or Ireland are
used in mainland Europe because of different driving position).
ASA code
"11.9.1 Rules for all advertising
No advertisement may encourage or condone dangerous, inconsiderate or
irresponsible driving or motorcycling
Note:
This does not prevent flamboyant driving in scenes which are clearly
fantasy or ‘theatrical’ so that the action is distanced from reality (eg
scenes of driving mayhem in trailers for action films).
11.9.2 Automotive advertising
Advertisements for cars, motorbikes or other automotive products must not:
a) encourage or condone fast or irresponsible driving nor
b) refer to speeds over 70mph nor..."
http://www.asa.org.uk/asa/codes/tv_code/tv_codes/Section+11+-+Other+Categories+New.htm
--
--------------------------------------------
Todd Edelman
Green Idea Factory
Urbanstr. 45
D-10967 Berlin
Germany
Skype: toddedelman
Mobile: ++49 0162 814 4081
edelman at greenidea.eu
www.greenidea.eu
www.flickr.com/photos/edelman
CAR* is over. If you want it.
"Fort mit der Privatautostadt und was Neues hingebaut!"
- B. Brecht (with slight modification)
* "Car" is a sub-category of automobile, i.e. one used inappropriately, opportunistically or without creativity
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