 Warning: This automobile ad contains 20% fine print
It’s a good thing when national and international assemblies take seriously issues that harm one and all. The entire planet – North, South, East and West – feels the gathering effects of climate change. And so the European Parliament addressed the automobiles’ contribution to global warming the old fashioned way – blame the advertising.
follow-up to:
The Norwegian Nobel Committee awarding the Nobel Peace Prize for 2007 to environmental activist and former US Vice President Al Gore reinforces media’s power in shaping public debate and public interest. Media interest in global warming and related environmental issues will certainly increase with this new ‘green’ buzz. Coverage, though, remains illusive and divided.
Meeting in Strasbourg yesterday (Wednesday October 24) Members of the European Parliament (MEPs) acted boldly by voting to delay an additional three years CO2 emission curbs on automobiles. The European Automobile Manufacturers Association was “pleased,” but not delighted. This means we might choke a bit less sometime after 2015. The vote approved a non-binding report meant to influence the executive branch, the European Commission, in rule making expected early next year.
But if MEPs shocked environmentalists and pleased the automobile industry “…in a spectacular U-turn,” said industry publication MotorTrader, they made clear that advertising would pay the price. Twenty percent of each and every automobile ad – radio, TV and print – must contain “…details of the fuel economy and emissions performance of vehicles on sale,” said UK MEP Chris Davies. The additional copy, fear media and ad people, will have the sensitive look and feel of cigarette packs.
The European Parliament “…has completely failed to take into account the impact on the media of that draconian proposal,” said European Publishers Council (EPC) Executive Director Angela Wade Mills. “Advertising revenues are essential to the proper functioning of the private media – they fund TV programs, the press, radio and internet.” (Read EPCs full statement here)
European politicians regularly cure problems with advertising restrictions. If children are too fat, cut advertising directed at them. Spurn those unintended consequences. Anyway, private media is never as dutifully servile as State media.
“I think our environment and air quality deserve better solutions,” said egta - association of television and radio sales houses - Secretary General Michel Grégoire. “Not only is this overly simplistic but it is misleading…” (Read egta’s full statement here)
If implemented the 20% rule would have consequential impact on commercial radio broadcasters who receive about 15% of their revenue from the automobile sector. A 60 second ad for the local car dealer might have a 15 second bonus added. Or that car dealer might only offer 10-second ads with 2 seconds of emission information. Listen carefully. - Michael Hedges October 25, 2007
Keywords:
| 