Following pressure from environmental groups, the Department for Transport (DfT) announced it is broadening its definition of the 'promotional literature', which must feature CO2 emission and fuel economy data to include print and outdoor ads.
But ISBA public affairs director Ian Twinn said this is more to do with lobbying from environmental groups than car advertising: 'This is simply a response to pressure from campaign groups and will do little to address genuine concerns about the environment.'
'Posters are not the place where consumers take in and digest the detailed information they quite rightly need before making a decision to purchase,' added Twinn.
ISBA has also expressed concern at European Commission proposals for a 'traffic-light' style labelling system informing consumers about a car's environmental standards, plus the possibility that all car ads will be required to give up 20% of media space to fuel consumption and CO2 data.
'Whilst we welcome the chance to be involved in helping the EU and consumers get the right information we believe that the 20% rule proposed by UK MEPs is simply wrong,' said Twinn.
For a full analysis on the proposal, read the new issue of Marketing out tomorrow.
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