i3 advert banned for 'misleading' zero-emissions enviro claims | (i3S has less range)

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i3 advert banned for 'misleading' zero-emissions enviro claims | (i3S has less range)

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'It seems a little odd that BMW i3S comes with less range'

BMW electric car advert banned for 'misleading' zero-emissions environmental
2017/12/05  Josie Clarke

The Avertising watchdog said zero emissions claims weren't clear as to
whether the ad claim was in relation to the electric battery model only

[image]  BMW's claim that the i3 electric car 'helps to give back to the
environment' received complaints Reuters

An ad for BMW has been banned for falsely claiming that its i3 is a
zero-emissions "clean car" that "helps to give back to the environment".

The Facebook post in May contained a video including the voice-over: "Having
driven petrol-guzzling cars before, I realised that it is now time to switch
to an electric car.

"With zero emissions, the i3 really is a clean car and helps to give back to
the environment."

Responding to a complaint that the claims were misleading, BMW said the i3
came in one model which was a battery electric vehicle with an optional
"range extender" - a small petrol engine that did not power the car but
maintained the battery charge.

BMW said it would usually qualify a zero-emissions claim by making clear
that it referred to driving the car, but this was not possible in the ad
because it was included in an unedited testimonial.

The company said the i3 electric car had no emissions when driving, unlike
comparable petrol-fuelled cars, and it would therefore have been able to
advertise it as "green", which it considered comparable to "clean".

It also denied that the "helps to give back to the environment" claim misled
consumers given that the voice-over was comparing the car's environmental
footprint with that of a petrol-fuelled car, not with the driving of no car
at all.

The ASA said consumers would interpret the ad to mean that the i3 had zero
emissions and was a clean- energy car.

It said: "Because cars which used petrol cannot be described as 'zero
emissions' or as a 'clean car' and it was not clear from the ad that the
claim was in relation to the electric battery model only, we concluded that
the claims were misleading."

It also said consumers would understand the claim that the car "helps to
give back to the environment" to mean that owning and driving the car had a
net benefit on the environment over its full life cycle, which it ruled was

It said the ad must not appear again in its current form, adding: "We told
BMW to ensure that in future they made clear their environmental claims
related to the all-electric vehicles only and not to make environmental
claims about their products unless they held sufficient substantiation."
[© independent.co.uk]

BMW forced to pull i3 electric car ad with gas-powered range extender
advertised as ‘clean’
Dec. 6th 2017  The BMW i3, which is the German automaker's only all-electric
car, is also offered with a gas-powered range extender and the option is now
putting the company in trouble with the UK's consumer watchdogs. The
automaker is being asked to pull an ad that markets the vehicle as “clean”
and “zero-emission.” ...

BMW i3S review: electric hot hatch driven
5 Dec 2017  Which, given that most buyers would cite range anxiety -
possibly unfairly, but totally understandably - as one of their main issues
with EV ownership, it seems a little odd that BMW would also choose to
launch a new variant of the i3 that comes with less range. It would also
seem contradictory to produce a faster-accelerating ...

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