ASA censures Citroꬠover emissions claims

Car manufacturer Citroꬠhas been banned by the advertising regulator from claiming that its C4 model produces the “lowest” levels of CO2 in its class.

Car manufacturer Citroën has been banned by the advertising regulator from claiming that its C4 model produces the “lowest” levels of CO2 in its class.

The Advertising Standards Authority (ASA) has ruled the claim made in a television ad, created by Euro RSCG London, is misleading because it appears to compare the model to all vehicles in the small family car class.

But the ASA has not upheld complaints that the ad gives the impression the Citroën C4 is more environmentally friendly than it is.

It noted that Transport for London defines low CO2 as 120g/km and below and the European Federation for Transport and Environment ranked Citroën as one of the best car manufacturers in terms of having achieved target reductions in CO2 emissions in vehicles since 1997.

The regulator adds that all classes of Citroën cars produce comparatively low levels of CO2 and ruled the ad did not imply the C4 has no impact on the environment. 

  • The ASA has also censured a press ad for Flora pro.activ for making a “misleading claim” that “three out of four doctors would recommend Flora”. The ad was created by Bartle Bogle Hegarty.
    The ASA challenged the claim because it implied that three out of four doctors participating in the survey said they would recommend Flora pro.activ over and above other brands of cholesterol-lowering mini drinks.
    The advertiser has said that it has no plans to use the ad again.

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