The automotive and advertising industries have worked together to improve the marketing of greener vehicles.
Advertising body ISBA, the Low Carbon Vehicle Partnership (LowCVP) and the Society of Motor Manufacturers and Traders (SMMT) have launched a revised version of the automotive industry’s best practice code for environmental marketing.
The guidelines are being updated to help automotive brands give consumers clear
and transparent information relating to environmental claims in advertising.
Carmakers have frequently fallen foul of the Advertising Standards Authority over eco claims made in their marketing campaigns.
Greg Archer, managing director of the Low Carbon Vehicle Partnership, said: “Consumers need to believe in marketing messages if they are to accept and adopt lower carbon options.
“With the increasing number of media channels through which we communicate it is vitally important that these principles adapt to remain relevant in order to continue to give car buyers confidence that the environmental benefits they see described are real.”
The revised code aims to “provide a framework and reference point” for automotive companies to develop environmental messages.
It now includes advice on using social networking sites and digital media platforms to communicate green messages as well as advice on vehicle comparisons.