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ARTICLE · 28 FEBRUARY 2024

ASA Bans Adverts Containing Misleading Environmental Claims

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The Advertising Standards Authority have released a batch of decisions over the last week against a number of companies for their use of misleading environmental claims in advertisements.

United KingdomEnvironment
Murron Marr
Murron Marr
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The Advertising Standards Authority have released a batch of decisions over the last week against a number of companies for their use of misleading environmental claims in advertisements.

Including the words "zero emissions" in advertisements for electric vehicles (EVs) is misleading according to the Advertising Standards Authority (ASA). In a batch of decisions published last week, the ASA ruled against BMW, MG, and Transport for London (TfL) for adverts containing misleading environmental claims.

As the UK's advertising regulator, the ASA reviews complaints against advertisements to ensure compliance with rules and guidance set by the Committee of Advertising Practice. In August last year, BMW and MG released advertisements containing the terms "zero emissions cars" and "zero emissions" respectively to describe their fleets of EVs.

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