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More clarification and information for 'green' buyers

Car buyers can expect clearer and more consistent information on a car's green credentials after the launch of a new code of practice for automotive advertising.

The Best Practice Principles project is supported by the Low Carbon Vehicles Partnership (LowCvp), the Society of Motoring Manufacturers and Traders (SMMT), and the Incorporated Society of British Advertisers (ISBA).

By making environmental information clearer and more accessible, the plan’s backers say it will help consumers make more informed choices about their next ‘green’ car.

Paul Everitt, the SMMT’s chief executive, said 'The UK motor industry is delivering an increasing range of low-carbon vehicles to the marketplace presenting customers with more choices than ever before. To help buyers better understand the environmental benefits these vehicles provide, industry is introducing new guidance for environmental marketing claims.

'The Best Practice Principles set out clear and concise guidelines for businesses endorsing products within the sector, so consumers can rely on a consistent approach to sometimes complex data and information. SMMT will support industry as it adopts these measures to ensure future communications meet industry standards.'

The principle of marketing and advertising is therefore asked to be decent, honest and legal, so that consumers are not misled. Consumers should also have easy access to product information to enable model comparisons.

Environmental claims should be specific, not mislead and be capable of substantiation. Any ‘green’ claims should be clearly worded and explained. This relates to pertinent information, such as CO2 figures, to be accessible in as few clicks as possible when published on manufacturer websites.

Data should be referred to in commonly adopted standards, such as CO2 measured in g/km. It also says that average mpg should be used as standard where only one measure of consumption is stated. Comparisons with other models should also be clearly defined and specify the exact specification they are referring to.

The use of green imagery – such as trees, vegetation or the colour green – within advertising campaigns should convey a level of environmental performance that is proportional to the 'green' claim being made.

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