Car brands plan CO2 ad code

by Alex Brownsell Marketing 27-Aug-08, 08:30

LONDON - Key figures from the car marketing industry will gather today to draw up a code of conduct for the presentation of data on CO2 and fuel economy in outdoor ads.

The meeting comes two months after a Department for Transport (DfT) review of its recommendations for promotional information on CO2, which now require outdoor media to display CO2 emissions data. However, the Vehicle Certification Agency (VCA) has so far failed to provide clear guidance on how prominent this information should be.

Today's summit, organised by the VCA, will host delegates from the Advertising Standards Authority, ISBA and the Society of Motor Manufacturers and Traders. Environmental groups Friends of the Earth and Alliance Against Urban 4x4s will also be in attendance.

The conference will also decide the date by which outdoor ad campaigns must comply with the new ruling. Alliance Against Urban 4x4s has threatened the VCA with judicial action if the agency does not set a cut-off date before mid-September.
Automotive marketers are also awaiting an EU ruling on the presentation of CO2 and fuel economy data. However, any new regulations will not be passed through the European Parliament for up to two years, and the VCA is keen to clear up the current confusion among UK marketers.
Earlier this summer the European Commission carried out a month-long public consultation to determine whether car brands should be forced to run CO2 labels on ads.