The motor industry doubled its spending on advertising its greenest cars in 2007 but overall spend is still biased towards the highest polluting vehicles, a new report says.
The survey for the Low Carbon Vehicle Partnership shows that advertising spend on the most fuel-efficient vehicles (those in Vehicle Excise Duty bands A, B and C) jumped from 20% to 40%.
However, 52% of expenditure in 2007 went on vehicles in the highest polluting bands (E, F and G). Of that figure, 20% was spent on “gas-guzzling” 4x4s, despite them accounting for only 7% of sales.
The survey also found that just 12% of advertising messaging related to fuel efficiency and its impact on climate change.
The LowCVP, a partnership of businesses from the motor and fuel industries, is an advisory group formed to take a lead in accelerating the shift to low carbon vehicles and fuels. A LowCVP spokesman says: “We hope to move towards a situation in which advertising can better inform consumers of the environmental consequences of the car buying decisions they make.”
The EU is carrying out a public consultation on proposals to introduce further requirements on giving greater prominence to carbon emission information in all car advertising.