Government launches inquiry into vehicle advertising

By David Zalstein | May 31st, 2012

FIND DEALS

In response to recent television ads from Volvo and Suzuki that were deemed to promote dangerous or unsafe driving, the Australian government has launched an inquiry into vehicle advertising.

The inquiry launched by the Department of Infrastructure and Transport follows two ads recently picked up by the Advertising Standards Bureau for breaching the Federal Chamber of Automotive Industries Advertising for Motor Vehicles Voluntary Code of Practice (FCAI Code) in depicting “unsafe driving” – a Volvo V60 ad with the car “drifting” around corners and a Suzuki Swift Sport ad filmed in a multi-storey car park.

Volvo has agreed to modify the ad to conform to the ASB’s findings before continuing with its television campaign. While Volvo stated its objective with the ad was “not to in any way portray or glorify illegal driving practices”, the ASB Board noted “the on screen disclaimer ‘filmed under controlled conditions’ does not excuse the behavior depicted”.

Volvo V60 TV advertisement – Australia

It’s not the first time Volvo has been caught out by the ASB. In September 2011 an ad showing a red Volvo S60 completing a 180-degree turn was found to be in breach of the code.

The six-month inquiry will examine the effectiveness of the current voluntary code on vehicle advertising, seeking advice from both the road safety and advertising industries.

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JD

if they weren’t wearing the helmet and outfit they could be deemed to promote dangerous or unsafe driving soon they’l target Nissan, Ford and Holden for promoting ‘dangerous’ driving in V8 supercars
neutralman

So much for the safest car manufacturer!
Joe

I see Harold Scrooby, one man and a fax machine, has been at it again……….all I would tell the authorities that be is if the average Aussie driver had half of the driving ability and car control of the person in the ad Australia’s road toll would be significantly reduced.

……….but no, that will never happen, sense will NEVER prevail. Anybody that loves driving and practises being a better driver is considered a “Hoon”. Good on ya…….
Mike

Seriously, this is a Pathetic.. Why not ban movies that have dangerous car chases in them also… Best not stop there, they should also ban video games that have cars breaking the speed limit on suburban streets!
- Joseph
  
  I for one would never allow my children to play games such as Grand Theft Auto, as they encourage illegal and irresponsible behaviour such as car theft, violence and dangerous driving, with little regard for consequences. However when we’re watching a programme on commercial television (thankfully infrequently), I have little control over what they see during the break.
  
  Children especially can be strongly influenced by advertisements and I do not want mine to consider outlandish behaviour “hooning” and fishtailing, like in the Volvo commercial above, acceptable and desirable. I was outraged that the Suzuki commercial aforementioned was allowed to continue on air for as long as it did as it objectified the female passenger, and again showed irresponsible driving in the confines of a car-park. I have little doubt that this commercial has been able to influence the driving public, as I have recently noticed the appalling deterioration in driving behaviour at a shopping centre which I frequent. It concerns me to see people drive and corner so quickly when pedestrians are in such close proximity.
  
  I hope in the future that all advertisements will be put before the Advertising Standards Bureau BEFORE they are screened. Just one showing of an unsafe commercial like the one above has the potential to corrupt many minds, and the price to pay is too great.
  - Rocket
    
    I am sure you have a good intentions but kids are not influenced to do the wrong thing behind the wheel of a car solely because they saw it on TV or a computer. Reckless and inconsiderate drivers normally have other issues.
  - super_hans
    
    What a load of s#*t, if your child has an accident as a result of watching this ad then you haven’t done a good enough job teaching them how to drive responsibly. If you have raised them properly they will be able to watch this ad (or any stunt driving for that matter) and think critically about where that behavior is acceptable.
  - http://twitter.com/WiillWalker Will Walker
    
    What a boring life your kids will have. What amazes me is that you can actually switch your TV off if you choose. Why all of us should suffer- next you know they’ll be banning similar driving in movies.
    If everything was just taken in the context it was shown in, i.e. you can have fun in a Volvo and it is a real drivers car……unlike your camry!
    Suppose you’ll want Tic Tac ads banned next for unsafe practices that could choke a child if the bound Tic Tacs into their mouths!!
  - http://twitter.com/WiillWalker Will Walker
    
    What a boring life your kids will have. What amazes me is that you can actually switch your TV off if you choose. Why all of us should suffer- next you know they’ll be banning similar driving in movies.
    If everything was just taken in the context it was shown in, i.e. you can have fun in a Volvo and it is a real drivers car……unlike your camry!
    Suppose you’ll want Tic Tac ads banned next for unsafe practices that could choke a child if the bound Tic Tacs into their mouths!!
  - http://twitter.com/WiillWalker Will Walker
    
    What a boring life your kids will have. What amazes me is that you can actually switch your TV off if you choose. Why all of us should suffer- next you know they’ll be banning similar driving in movies.
    If everything was just taken in the context it was shown in, i.e. you can have fun in a Volvo and it is a real drivers car……unlike your camry!
    Suppose you’ll want Tic Tac ads banned next for unsafe practices that could choke a child if the bound Tic Tacs into their mouths!!
  - Sean
    
    I for one am glad that I am not your child. I was free to grow up in a world less filtered and fake than I envisage you propose and not surprisingly along the way I managed to gain moral grounding, managing to balance the difference between right and wrong. It’s a car advert where the car loses traction ….. seriously you think this is a pressing issue? Might I suggest you open the nearest paper and help do something about the hundreds of issues which really matter to the world.
Cl1FF0

nanny country!
- Smart US
  
  well observed
Technofreak

Oh dear another nanny state policy. But think for a moment just how easy it is to dream up an inquiry and grab a fistful of cash to justify your measly existence…it’s a gold mine out there for these type of inquiries.
- Dave S
  
  Where do they findm the money for all these trivial inquiries?
3D4

This is just ridiculous…! Get stuffed ASB!

Stick your FCAI Code up to your … (you know what)…!
- MisterZed
  
  If it means less Suzukis and Volvos on the roads, I’m all for banning their ads.
  - 3D4
    
    why?
    - MisterZed
      
      Because the Swift is rubbish and Volvos are just boring. But the main question is – who cares about Suzuki and Volvo ads? I’m not going to be losing any sleep if their ads are pulled.
  - Joseph
    
    I am disgraced that Volvo has resorted to such trashy tactics to market their fine vehicles. As the former owner of a 240GL, 850 Estate and now an XC70 I find it disturbing that Volvo, supposedly a market leader in safety technology, could endorse such unsafe driving behaviour. When launched, I considered a V60 Estate as a replacement for our XC70 but now I will be looking to a Volkswagen Passat.
    
    As for Suzuki, I find it disappointing that it has chosen to market the Swift on sexist and irresponsible behaviour, rather than its outstanding safety credentials. My daughter shall be purchasing her first car next year, and we have disregarded the Suzuki Swift for this reason, and shall be looking at a Honda Jazz, as a safe, sensible first car from a company that accepts the place of women in 21st Century society.
    - SM
      
      Joseph I actually own a V60 and a turbocharged one at that…shock horror!!!!…and dare I say that like 99.9% of V60 owners I won’t be sliding the tail out ala Tiff Needell and Jason Plato style. Similarly just like 99.9% of the TV viewing public I accept and understand that advertising takes various liberties with most matters.
      
      Do we honestly expect that if we mere males spray ourselves with a particular deodorant, women will suddenly fall at our feet and beg us to ravish them.
      
      Do we expect that if start our day with a particular breakfast cereal we will be able to run a half marathon, swim 5 kms and finish with a 10km bike ride before we get to the office.
      
      So why is it that we (the 99.9% remember) would go out and drive our Volvo’s or any car for that matter in the manner shown on TV.
      
      Ahh yes I forgot, because if some twit does in fact drive like that and injure somebody he or she will say “it wasn’t my fault, it was that Volvo ad” and ofcourse the usual basket weaver set will wring their hands and call for urgent action against Volvo or Audi or Merc or HSV (insert any car Co), heaven forbid that anyone actually takes responsibility for their own stupid actions.
      - Legnab
        
        Well said SM , i love the volvo ads , never really noticed the 180degree power turn , what i did notice was that magic red colour and the cool shape of the 60 series , amazing what some manic depressives see as they monitor every facet of our lives and try to wrap us all in cotton wool .
      - Legnab
        
        Well said SM , i love the volvo ads , never really noticed the 180degree power turn , what i did notice was that magic red colour and the cool shape of the 60 series , amazing what some manic depressives see as they monitor every facet of our lives and try to wrap us all in cotton wool .
      - Joseph
        
        Well “SM” there is a significant difference between the deodorant and breakfast cereal advertisements, and the advertisements from Suzuki and Volvo. While the deodorant advertisement (which I think I have viewed, although I don’t watch a large amount of commercial television) is somewhat sexist in its objectification of the women depicted in the commercial, it does not encourage a particular behaviour of the male wearing such a deodorant.
        
        As for the breakfast cereal, I do not have an issue with people imitating such behaviour because it is far healthier and better for the community to do that sort of exercise than to spend their days and nights “hooning” or driving irresponsibly.
      - Legnab
        
        I think its time we all adopted the practices of the plymouth bretheren and banned TV completely , along with radio , magazines and newspapers , they are all a terrible influence on our children , along with teachers , nurses , doctors , bikies , retailers and motoring journalists .
      - SM
        
        So I see someone “hooning” as you put it and I then automatically go out and do the same… interesting logic.
        
        I do not accept that there is a difference between the deodorant and breakfast cereal examples, it is a natural progression of the argument. That is, do we honestly believe and do everything that we see on TV.
        
        Let’s ban the superhero movies because kids will jump off tall buildings thinking they can fly. Joseph I’m sorry but your reasoning and logic is, in my view, quite flawed.
      - Joseph
        
        How dare you question my logic, “SM”. I thought this was supposed to be a forum where people could express and share their opinions WITHOUT personal attacks and insults!! Clearly I have been mislead with people like you and all of those replying above resorting to cheap attacks on my integrity as a parent and general character as a member of the human race. This is disgraceful behaviour!!
Smart US

i dont know what you all on about… this will stop all the hoon (in good suburbs)… and leave only the dangerous out (they dont watch tv) they drive…
Schn

In my opinion, this is will not stop them. hoons could care less about Volvo’s for one. The Swift Sport they might be interested in. But to be honest, stopping these sorts of ads isn’t going to cut it, we need them to understand the risks they put themselves into, to give them some first hand experience through technology or controlled lab tests. We need to do more than just this.
Info

Trouble is I have seen the Volvo Adverts have come on TV straight after the brilliant BMW Ad and the Volvo looks a bit childish – even with the Top Gear type hooning.
The BMW advert tells you all their cars are dynamic and quick without smoking the tires.
Not really interested in looking at any Suzuki Adverts. (Although I like the look of the Suzuki Zizashi, but can’t see why anyone would buy one over a Honda Accord Euro for the same money).
SM

Joseph if it makes you feel any better please tell me where you feel that my logic is flawed. I certainly accept that what I say may not necessarily be to everyones way of thinking and as such by expressing my position I put myself out there in the public domain for some form of criticism.

But I hope that I am not so precious so as to take another person’s alternate view on a matter as a personal attack or insult.

Afterall this is a forum where people can express their opinions.
- Legnab
  
  I dont see any personal attack or insult, just an alternative opinion in a democratic society .
  
  I well remember TV as a child with people assulting each other with hammers and bats , mother was concerned , but as an 8 year old i pointed out that they are rubber mother , kids are smarter than you think .
  
  If you set correct standards for your children before the age of 7 , they will be upstanding citizens .
Professor Quirrell

TROLL IN THE DUNGEON!!!

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