[sustran] Another car* ad you may have seen, surprisingly it may be legal

[Todd Edelman, Green Idea Factory]

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