Vauxhall too cavalier in advertising claim
A complaint against Vauxhall Motors, one of the country's largest advertisers, was upheld by the Advertising Standards Authority today for the misleading content of a national newspaper and business magazine campaign.
The offending claim was a full page photograph and statement indicating that its new Dualfuel cars and vans run on something cheaper than water in coolers.
Leading drinks industry consultants Zenith International complained that Vauxhall had misrepresented Zenith research and had failed to seek proper authorisation for its use.
"Worse than that, Vauxhall did not cooperate fully with the Advertising Standards Authority investigation and has given no assurances of improving its procedures for the future. Large companies should be leading the way in advertising standards and I greatly regret Vauxhall's cavalier attitude," commented Zenith Chairman Richard Hall.
"The UK water cooler industry is one of Britain's fastest growing service sectors, with over 500,000 units now installed in offices, canteens and indeed many car showrooms. It cannot be helpful for anyone working in that industry to see a full page national advertising campaign inflating the price of its product to almost twice the true level. Vauxhall did change its adverts, but has yet to apologise," he concluded.
Note for Editors
For further information, please contact:
Richard Hall, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901
zenithinternational.com
The offending claim was a full page photograph and statement indicating that its new Dualfuel cars and vans run on something cheaper than water in coolers.
Leading drinks industry consultants Zenith International complained that Vauxhall had misrepresented Zenith research and had failed to seek proper authorisation for its use.
"Worse than that, Vauxhall did not cooperate fully with the Advertising Standards Authority investigation and has given no assurances of improving its procedures for the future. Large companies should be leading the way in advertising standards and I greatly regret Vauxhall's cavalier attitude," commented Zenith Chairman Richard Hall.
"The UK water cooler industry is one of Britain's fastest growing service sectors, with over 500,000 units now installed in offices, canteens and indeed many car showrooms. It cannot be helpful for anyone working in that industry to see a full page national advertising campaign inflating the price of its product to almost twice the true level. Vauxhall did change its adverts, but has yet to apologise," he concluded.
Note for Editors
For further information, please contact:
Richard Hall, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901
zenithinternational.com