Industry attacks car ads warning rule

by Tristan O'Carroll Media Week 25-Oct-07, 16:00

LONDON - Europe's newspaper and magazine industry has hit out at Brussels-led moves to force advertisers to carry information, such as CO2 emission data, in all car ads.

The advertising industry has been dealt a blow after proposals for the warning messages to appear in all car ads were passed by the European Parliament.

Under the proposals, 20% of any ad space - including TV or radio – must be devoted to detailed information CO2 emission levels or fuel economy.

Angela Mills Wade, executive director of the European Publishers Council, called on the European Commission to conduct an assessment of the economic impact of the proposals.

She said: “Today’s vote is extremely concerning. The EP has completely failed to take into account the impact on the media of that draconian proposals. Advertising revenues are essential to the proper functioning of the private media – they fund T V programmes, the press, radio and Internet content.

“We already have rules in place to control misleading claims as well as detailed self-regulatory guidelines on how to handle environmental issues.”

Comments

PETER SCOTT-SMITH - 26/10/2007

"Brussels" didn't lead "moves to force advertisers to carry information, such as CO2 emission data, in all car ads." C'mon Tristran O'Carroll, that's a sloppy journalistic cliche! Brussels is a city, not a political advocate. If you want to blame anyone for this so-called attack on advertising, it's a Brit - Liberal Democrat MEP Chris Davies. Retake your meeja studies course!

Andrew Nicholson - 26/10/2007

Sometimes I think we, as advertisers, have to take a step back and look at the bigger picture. Yes, there might be a temporary glitch in our advertising creatives when this move goes ahead, however, anyone worth their salt in marketing can overcome this issue and should be able to use their own clients environmental credentials (just look at Toyota) as a hook. Any manufacturers who aren't able to provide that hook should take a damn hard look at their production lines!