The advertising watchdog has warned a carmaker to ensure its terms and conditions are clearly audible in its radio adverts after a recent promotion fell foul of its standards.
A radio advert for Peugeot's Just Add Fuel promotion was the subject of a complaint to the Advertising Standards Authority when a listener found the conditions given at the end were not stated clearly.
The ASA investigated and upheld the complaint, banning Peugeot from repeating the advert in the same form.
It said: "The ASA considered that the terms and conditions included material information and qualifications relating to the “Just Add Fuel” package and therefore needed to be presented to listeners in a clear and intelligible manner.
"We noted that the terms and conditions were presented more quickly than the information in the rest of the ad and considered that they were delivered too quickly, such that certain terms were difficult to hear.
"For example, we noted that important information relating to the initial rental and final rental costs was difficult to make out.
"We therefore concluded that the ad was misleading because the terms and conditions were not stated clearly."
An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
irishboy4 - 30/05/2013 19:06
From over 200,000 market share to around 40,000, what went wrong? Well they could have kept Ryton open, it accounted for over 50,000 sales from friends and family in terms of a diasporia. Where do they go from here? Bring back Tod Evans I say!