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Advertising Standards Authority rules against ‘Zero Emission’ label for electric cars

February 8, 2024

In a significant ruling impacting the automotive industry, the Advertising Standards Authority (ASA) has decided that electric cars cannot be marketed as “zero emission.”

The decision, announced today, has stirred debate among manufacturers, environmentalists, and consumers alike.

The ASA’s ruling comes after a complaint was filed against an advertisement by an electric vehicle (EV) manufacturer, which claimed its cars were “zero emission.” The complaint argued that the claim was misleading because while electric vehicles produce zero emissions at the point of use, emissions are generated during the manufacturing process and electricity generation.

The ASA ruling said that the term “zero emission” could mislead consumers into believing that electric cars have no environmental impact whatsoever. The authority emphasized the importance of transparency in advertising and urged manufacturers to provide accurate information regarding the environmental footprint of their products.

This decision marks a significant shift in how electric vehicles are marketed and perceived by the public. For years, the term “zero emission” has been widely used to promote the environmental benefits of electric cars and encourage their adoption as a sustainable alternative to traditional combustion engine vehicles.

However, critics argue that while electric cars are indeed cleaner than their fossil fuel counterparts in terms of tailpipe emissions, their overall environmental impact extends beyond just the driving phase. Factors such as the production of batteries, electricity generation, and disposal of old batteries all contribute to the carbon footprint of electric vehicles.

Manufacturers now face the challenge of finding alternative ways to market electric cars without using the “zero emission” label. Some may choose to highlight the lower emissions of electric vehicles compared to petrol or diesel cars, while others may focus on other benefits such as reduced air and noise pollution.

Environmental groups have welcomed the ASA’s decision, hoping that it will lead to more transparent advertising practices within the automotive industry. They argue that consumers have the right to accurate information about the environmental impact of the products they purchase, including electric cars.

It remains to be seen how manufacturers will adjust their marketing strategies in light of the ASA’s decision.