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Vauxhall adjusts lifetime warranty advert

Vauxhall has adjusted its Lifetime Warranty advertising campaign after the Advertising Standards Authority (ASA) requested amendments to clarify the terms and conditions.

There had been some media reports that the ASA had outright banned the advertising campaign, but this is not the case.

However, the ASA did receive 45 complaints about the national press, poster, TV ad and internet display combined.

The ASA upheld research provided that most new owners would not reach 100,000 miles in the lifetime of their ownership and that those who read the poster and press ads would understand that this was not an offer for the length of their own lifetime.

The ASA however did believe that other UK manufacturers had offered a warranty limit of 100,000 miles, though it was subject to a time restriction of seven years, and that Vauxhall’s offer did differ to this, but it considered the main message of the advert was that the lifetime of the vehicle was determined by the mileage limit of 100,000 miles.

Due to other warranty’s being offered with the 100,000 mile limit, the claim by Vauxhall to be the first with the 100,000 mile limit, and that it was "the first manufacturer in the UK to offer you a warranty that could last a lifetime", was misleading, and ruled that the campaign could not be shown again in the same form.

A spokesman from Vauxhall said: “In line with this ruling, the Vauxhall Lifetime Warranty Advertising creative was amended in line with ASA recommendations prior to Christmas and this very successful campaign continues to run on all media platforms.”

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