Fast-Charging Claims Spark A Debate

On 28th June 2023, Hyundai and Toyota found themselves on the wrong side of the Advertising Standards Authority (ASA) relating to a decision that touches on the automotive and environmental sectors.

The ads

For Hyundai, the decision related to three ads for its IONIC 5 model, seen in January 2022.

1. A digital billboard in Piccadilly Circus featuring a "10% to 80% charge in 18 minutes using 350kw charger" text.

2. A YouTube video featuring Chelsea FC footballers with an an audio and on-screen text stating that "Both teams must complete the challenges within 18 minutes. That's the time that it takes the IONIQ 5 to charge from 10-80%".

3. And a marketing brochure on Hyundai's website which stated that "IONIQ 5 charges from 10% to 80% in less than 18 minutes when connected to a 350 kw ultra-fast charger". The marketing brochure did, however, include caveats about how to achieve ultra-fast charging.