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Euro Car Parts 'sheep' ad did not condone reckless or dangerous driving, watchdogs rule

Euro Car Parts TV ad November 2016

Advertising watchdogs have rejected complaints a Euro Car Parts television ad promoted reckless and dangerous driving.

The ad seen by the six complainants in November, featured a woman driving through a country lane. She speeds up, but has to brake sharply to avoid hitting sheep in the road.

The voice-over says: “I was planning a long journey at the weekend to see the family, so Stewart at the local garage serviced my car.

“I didn’t have a lot of time but he insisted I change my brake pads. So thanks to Stewart I could stop fast too.”

The Advertising Standards Agency agreed with Euro Car Parts that said the woman was driving on a country lane with no other cars or pedestrians around and was not driving in excess of 40mph.

Therefore, in accordance with the definition of dangerous driving and careless and inconsiderate driving as set out in the Road Traffic Act, it believed it was clear that the woman’s actions did not fall below or far below what would be expected of a careful driver as she was driving well within the national speed limit.

“We considered that viewers would understand from the ad that the driver was able to stop her car safely on a bend thanks to worn brake pads being replaced, and we did not consider that that in doing so it depicted reckless driving,” said the ASA. “We concluded that the ad did not condone or encourage dangerous driving.”

Watch the Euro Car Parts TV ad


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