Confronted with another case of possible misleading advertising,
the ethic jury of the Portuguese Self-Regulation entity on
Advertisement determined that the promotion of a new electric
vehicle as being exempt from paying tolls breached the standard for
truthfulness.
The complaint was submitted by the Portuguese Association of
Concessionary Companies of Tolled Motorway and Bridges
("APCAP") against Renault Portugal.
The object of the complaint was an advertising campaign with the
claims "Tolls. All vehicles pay. But electrics
don't pollute, so they deserve an advantage. Class zero: if it
pollutes zero, it pays zero. A Renault initiative for a more
sustainable mobility."
In sum, APCAP considered that such claim could mislead the
consumer to believe that (i) electric vehicles don't pollute at
all and that (ii) there is indeed a "Class Zero", and,
therefore, the purchase of such electric vehicles would exempt its
owner from paying tolls.
