A reader complained that the ads misled because three of the four prices given above the vehicles were prices for models with considerably higher CO2 emissions figures.
Two complainants said the ads misled because the models shown cost more than the prices displayed above them.
Headlines on the ads were “E CO2 NOMY OF SCALE” and “LESS CO2 NO CONGESTION CHARGE”
At the bottom of both ads, text stated: “Fiat’s average CO2 emissions are lower than any other car manufacturers (Source:cleangreencars.co.uk)”.
ASA acknowledged that the prices were preceded with “from”, and the actual prices were in small-print at the bottom of the ad.
However, it still noted that the CAP Code stated that prices quoted in motoring ads must correspond with illustrated vehicles.
It also agreed that while the cars featured were available with emissions of less than 120g/km CO2, three of the four headline prices were models with higher CO2 emissions figures.
Fiat said the ads would not be shown again in their current form.