Car industry threatens ad exodus over CO2 warnings

%20Paul%20Philpott%20Kia%20UKPlans to introduce tough new regulations on car advertising could force the industry’s biggest players to stop advertising altogether, according to Kia UK managing director Paul Philpott. The automotive sector spent more than £550m on advertising last year (Nielsen Media Research).

The Tories and the Liberal Democrats, as well as the European Parliament’s Environment Committee, are calling for tobacco-style safety warnings to be introduced on car ads as part of the fight against climate change.

Liberal Democrat MEP Chris Davies wants 20% of advertising space to be used to highlight carbon dioxide (CO2) emission levels (MW last week) but the industry has reacted angrily to the proposals.

Philpott, who joined Kia at the start of the year from Toyota GB, where he was commercial director, says: “I fear what’s going to happen if there are too many regulations. Car companies will stop advertising and find other ways of doing things. Advertising is there to increase the desirability of your product. Sticking government health warnings on car ads will lead us to find alternative ways of getting to our consumers.”

The Society of Motor Manufacturers and Traders (SMMT) had earlier called the plans an “absolute nonsense”.
Advertising Association director of public affairs Sue Eustace adds: “These proposed new rules have all sorts of implications. It raises questions about what the incentive is to advertise and why car companies should advertise at all.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here