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ASA upholds complaints against radio ad and tweet

A dealer's radio ad and a manufacturer's tweet have been criticised by advertising watchdogs.

In the first case the Adveristing Standards Agency (ASA) has upheld a complaint that a radio advert by Vertu Motors' business Bristol Street Motors promoting a finance deal was "misleading".

The complainant said that, due to the increasing volume of a jingle playing half way through the ad, the terms and conditions of the offer spoken at the end were not "clearly audible".

Vertu Motors disagreed and the conditions were "not imcomprehensible".

The ASA judged that the jingle began at the same time as the reading of the conditions and that "by the end of the ad included a sung element over the top of the underlying instrumental". The ad therefore breached advertising rules and should not be broadcast again. Vertu had already withdrawn the ad ahead of the ruling.

In the second case the Advertising Standards Agency has told BMW it cannot re-run a promoted tweet about the acceleration of the M235i, which gave a 0-62mph time, saying the car "promises you one hell of a ride" and featured an image of a car with a blurred background.

The complainant said the image, reference to acceleration and the catchline made "acceleration the central messageof the ad and encouraged excessive speed".

BMW said the content of the tweet was aimed at implying overall driving dynamics.

But the ASA said: "The ad must not appear again in its current form. We told BMW (UK) to ensure it did not make speed or acceleration the main message of their future marketing communications."



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