ASA Issues First Environmental Ruling of its Kind, Banning Toyota Ad

Toyota's 'Born To Roam' campaign ads have been banned by the Advertising Standards Authority (ASA) for promoting off-road driving. This is the first time a ruling of this nature has been made against an automotive brand, as it was found to have breached the advertising regulations related to environmental social responsibility.

Jaguar Land Rover faced a similar complaint in November 2021, but the regulator did not uphold it. The ASA's tougher stance on inappropriate environmental messages is evident, even if the advertisement itself is not considered misleading. In September 2021, the ASA launched its Climate Change and Environment Project, recognizing its role in helping the UK achieve its climate goals by 2035.

The ads showcased Toyota's Hilux SUVs driving over various terrains in both natural and urban environments. Toyota maintained that the fantastical elements of the ad, such as multiple cars appearing on screen at once, should not be seen as an invitation to take its vehicles off-road. They also asserted that the off-road footage was minimal and never depicted the vehicles in ecologically sensitive areas. Toyota argued that the portrayal of the Hilux in off-road conditions was justified, as the vehicle is marketed toward consumers and businesses with a genuine need for off-road capabilities and should be able to use them without restrictions.

The ASA determined that the fantastical elements were not consistently present throughout the entire advertisement, leading to instances where only a few vehicles were shown. This weakened the fantastical elements and increased the likelihood of the public misinterpreting the ad as promoting unnecessary off-road use.

Additionally, the ASA dismissed the argument that Toyota should be able to target individuals whose professions may require these vehicles without any limitations. While acknowledging Toyota's right to target farmers or forest workers who genuinely need the vehicle's off-road capabilities, the ASA noted that these specific situations were not depicted in the ad and the actual users were not identifiable.

The driving scenes and messaging in both ads depicted driving in off-road environments and natural ecosystems without considering the environmental impact. The ASA concluded that the ads endorsed driving in a manner that disregarded the impact on nature and the environment and were not prepared with a sense of responsibility to society.

The ad that was ruled against must not be displayed in its current form again. According to a spokesperson for the ASA, there is increased regulatory focus on environmental issues, including in the automotive industry. The ASA is also evaluating its regulations and conducting research on consumer comprehension of environmental terms to verify the accuracy and honesty of green claims in advertisements.

The ASA's advertising campaign last year aimed to educate the public about its role in regulating advertising, as part of continued efforts to rebuild trust in the advertising industry. According to the ASA, those who were exposed to the campaign were 80% more likely to trust the advertising industry.