AAA Calls For Ban On ‘Speed’ Advertising
The Australian Automobile Association has called on motor vehicle suppliers to immediately withdraw advertising using speed and aggressive driving from all media.
The call follows the release of new television advertising for the Toyota Corolla, which shows vehicles travelling at high speeds on a country road, skidding along the road and apparently playing chicken with each other.
The Executive Director of the Australian Automobile Association, Lauchlan McIntosh, said vehicle advertising that promoted dangerous driving had been an on-going problem over the past 12 months in Australia.
He said the AAA had written to the Federal Chamber of Automotive Industries (FCAI) on numerous occasions in the past six months calling for a voluntary code of conduct for motor vehicle advertising. The only response has been that the matter is under consideration.
He said examples of irresponsible advertising included the Mitsubishi VRX ‘speeding bullet’ ad; the Holden Ute ‘kicking up a storm’ ad; the Ford Ute ‘wake-boarding ad; the Alfa ‘Festival of Speed’ press ads and now the Toyota Corolla ads.
"Not one of these advertisements would have been aired in Britain where a strict code of advertising conduct is accepted by these same manufacturers," Mr. McIntosh said.
"The British Independent Television Commission code states that - ‘All driving which appears to take place on public roads or in public places must comply fully with both the letter and spirit of the Highway code…. Speed is not an acceptable platform for automotive advertising … Nor may advertising present driving at high speeds as exciting or exhilarating..’
"The advertisements we are concerned about clearly would not be permitted on air or in the press in Britain and that raises the question of why the same manufacturers comply with that code in Britain, but are not prepared to implement a similar code here in Australia" Mr. McIntosh asked.
"AAA on behalf of the State and Territory Motoring Clubs calls on the Federal Chamber of Automotive Industries and its members to immediately adopt similar advertising standards to Britain. If they do not, we will pursue regulatory control through the Australian Advertising Standards Bureau and the Federal Government," Mr. McIntosh said.