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UK: Lexus claims in hybrid SUV ad lead to ad ban

Date: 24 Sep 2008

An advert promoting Lexus' hybrid SUV has been banned by the UK's Advertising Standards Authority for what it described as misleading claims over its performance.

The ad, for the RX 400H car which emits 192g of CO2 per kilometre, promoted it as being "perfect for today's climate (and tomorrow's) and making "environmental and economic sense". The claims prompted a number of complaints that the ad was misleading as it suggested the vehicle had lower emissions than other vehicles. The average vehicle emissions in Europe is 158g/km, with new standards set to push that significantly lower in coming years.

Lexus argued that the ad made it clear that the environmental comparison was made with other vehicles of its type, not all vehicles. However, the ASA said that the claims were misleading, and ordered that the ad should not be run again.

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