That car you want to buy could end the world…and other advertising copy

Michael Hedges June 17, 2008

Regulators unable to find workable solutions to real problems keep taking out their frustration on media, advertising and marketing. Restrictions and bans on tobacco, alcohol and junk food ads are meant to decrease demand for products carrying elements of risk – even when all legal. Now the European Commission is gearing up for an assault on automobile advertising in the name of environmental risk.

A year and a half ago the European Commission DG Environment communicated its Community Strategy on reducing carbon emissions from passenger cars and light commercial vehicles. It was a non-binding policy proposal calling for carmakers to change their marketing and advertising in the spirit of changing consumer behavior. It did not tell car manufacturers to stop making and selling gas-guzzlers.

The environment, global warming and carbon emissions are nearly perfect issues for politicians and, as expected, solutions – broadly supported by Members of the European Parliament (MEPs)  - are directed at automobile advertising. Last year MEP Chris Davies reported a proposal to extend the labeling directive currently in place beyond a car manufacturer’s printed material and print ads. Among those proposals, approved by EuroParl, are mandatory minimum requirements for fuel economy and carbon emission information included in all automobile ads in all media, the technical information taking 20% of each ad. The proposals have been described as “tobacco health warnings” for cars.

At the beginning of June the DG Environment opened a two month public consultation – yes, you can have your say – to ascertain the opinions of all on how, where and when information about fuel efficiency and carbon emissions. After the summer break, the Commissioners will gather to hammer out – or not – draft legislation. New rules are a very long way from being adopted as a real draft isn’t expected until late this year and this Commission’s term expires in 2009.

But, adds EU policy director for radio and TV advertising trade association egta Bertrand Cazes, “carbon emissions may be seen as a political priority. The Commission proposal could be examined by the new Parliament.”

Imagine, if you will, that 30-second radio ad for the local automobile dealer. Usually 80% of the script originates with the manufacturer, the last 20% being the local dealer’s name, location, telephone number and, time permitting, website. Well, think again. MEP Davies wants ‘no fine print’ in car ads, the radio equivalent being a bit of speed-reading at the end of the spot. That 30-second spot just became 45 seconds or more and, as radio ads are often sold by the second, the price just increased. Ad agency copywriters and producers can make lemonade out of lemons but there’s a limit to an advertisers willingness to spend on copy that doesn’t relate to brand strategies.   

Cazes, speaking at the annual Association of European Radio (AER) conference in Brussels (June 10), reminded broadcasters and policy makers that, for consumers, “automobile and fast moving consumer goods (FMCG) buying is different. Car buyers take their time and look for a lot of information, not just ads.”  

Automobile manufacturers aren’t pleased with the prospect of hard and enforceable EU-wide rules on the media messages they use to convey branding attributes – can’t use the word “sporty” under the latest proposals – as well as price, terms and dealer locations. 

“The advertising business is not the right place,” said European Media Law Institute director Thomas Kleist at “if the State wants to steer consumer behavior.” Speaking to the medienforum.nrw (June 11) in Cologne, Germany, he added; “Increasing interference with expression, media and economic freedom, are hardly justifiable.” He encouraged lawmakers to examine carefully the potential consequences of their actions.

MEP Davies is undeterred. Consumers, he said, “…are more interested in looks and appearance, speed and power, the sexy image. If the aim is to reduce emissions, you need to change that behavior. Through its’ advertising, the car industry shapes market demand.”

There are consequences of ad bans, perhaps unintended, extending to all corners of media. “Channels are buying in programmes rather than paying for them to be produced in the UK,” said Anthony Utley, managing director of UK animation house Gosgrove Hall to Crain’s Manchester Business.  He’s had to lay-off one-third of his team. He blames the bans on advertising directed at children that came into effect in the UK at the first of the year. No peer-reviewed research has shown that ad bans have decreased obesity in children.

Publishers in Europe derive about 20% of their revenue from the automobile sector, radio broadcasters about 8%, TV about 9%. All media sectors oppose the new proposed rule making on automobile ads. The Web and mobile media have largely escaped advertising regulations – one reason the advertising people are attracted. If the Commission approves yet another set of advertising rules don’t expect them to ignore any medium.