Land Rover advert showing ASA prohibited cliffside parking

A Land Rover advert has been banned by the Advertising Standards Authority (ASA) for ‘misleading’ viewers about the functionality of parking sensors.

The ad features a Land Rover Defender vehicle parked on the edge of a cliff, using the rear view camera and parking sensors. Following two complaints, the ASA felt that some viewers might believe that the car’s assistance systems could prevent a driver from backing over the edge of a cliff.

Jaguar Land Rover (JLR) agreed that the parking sensors would not warn of empty space behind the vehicle. He said, however, that the side shots of the vehicle “clearly showed” that it was backing up towards a rock, the size and height of which would have been picked up by the parking sensors.

Clearcast said it indicated that all footage shown should be accurate demonstrations of vehicle operation and features. They noted rocks were shown behind the vehicle and the technology alerted the driver to them.

The ASA felt that viewers would recognize that some of the scenes in the ads showed the vehicles being driven in extreme off-road conditions, such as through waterfalls and through sand dunes, but that other scenes were more reminiscent of driving in towns and cities, and included features such as roads, traffic lights, roundabout, car wash and parking sign.

Describing its decision, the ASA said: “While the advertisements showed the vehicles using their features and maneuvering in extreme conditions, we considered that viewers would see them as illustrating how the vehicles would perform in all environments, including daily settings.

“We considered ads focusing on the reverse feature and included a scene with an on-board camera view. The camera was shown in ‘on-road’ mode and the sensor beeped as the vehicle approached from the edge of the cliff onto which the car would fall if the brakes were not applied.

The ASA judgment said that although some small rocks were visible as the vehicle backed up, they appeared to be incidental to the scene and it was not apparent that the parking sensor was responding to the rocks rather than the edge of the road. cliff.

“We considered that some viewers would therefore interpret this to mean that the car’s parking sensors could recognize when drivers might be reversing near a drop, which could include a smaller hill edge or a drop before the Water is only found in ‘on-road’ areas, both in urban and more rural settings,” the ASA added.

The ASA dismissed 96 complaints last year, which claimed another Land Rover Defender ad had undermined efforts to tackle climate change and ecological damage.

JLR has fallen foul of the ASA in the past. In 2014, his campaign for the F-Type, starring actor Tom Hiddleston, was banned by the watchdog for “promoting speeding and dangerous driving”.

More recently, a television advertisement for the highway used car market was banned by the ASA following an allegation that it “encouraged dangerous driving behaviour”.

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