However Ofcom, the broadcasting advertising watchdog, has rejected their complaints and says it plans no action over the advert, which depicts a wheeler-dealer attempting to “stitch-up” customers.
Both the RMI and the MVRA say they are reacting to “lots” of complaints from members. The advert is one in a series that shows consumers being defrauded by unscrupulous conmen.
Mike Monaghan, managing director of the MVRA says: “The images and messages portrayed are old fashioned, unacceptable and inaccurate.”
Matthew Carrington, RMI chief executive, adds: “Despite rejection of the complaint, motor retailers can try to prevent any future use of this negative stereotype in Egg’s advertising campaign by registering their dissatisfaction with Ofcom, or directly with Egg.”
Egg says the advert should not cause offence professional garages. A spokesman at Ofcom says it “will monitor the situation” but is taking no action at present.