Cars
Green car claims
Introduction
Dodgy environmental claims about new cars are trying to cash in on public concern about climate change.
An increasing number of car advertisements are trading on some kind of green promise. Some claims about improved fuel efficiency may be legitimate. But other contentions about environmental benefits are downright misleading.
Misleading advertisements
The Advertising Standards Authority's code for environmental claims states absolute claims for environmental benefit - either stated or implied - are not appropriate. The code says phrases such as "environmentally friendly", "environmentally safe", "environmentally kind", "product X has no effect on the environment" "100% ecologically sound" are absolute claims and therefore not acceptable.
Qualified claims such as "environmentally friendlier/safer/kinder" may be acceptable where the advertised product, service or company can demonstrate "a significant environmental advantage over its competitors or a significant improvement on its previous formulation, components, packaging, method of manufacture or operation". All claims must be able to be substantiated, meet relevant standards and clearly explain the nature of the benefit.
Three car companies have so far found themselves before the ASA for misleading environmental claims.
The "Grrrrrreen" Saab
GM Holden's ad for the "Grrrrrreen" Saab appeared in newspapers last year. The ad asserted: "Every Saab is green. With carbon emissions neutral across the entire Saab range." The company's claim to carbon neutrality was based on the 17 native trees that Saab plants for each new car sold. Purchasers are told the trees off-set carbon dioxide (CO2) emissions generated in the first year of the vehicle's life.
The ASA ruled the ad was misleading and contained unsubstantiated claims. Commenting on the issue of carbon neutrality, it said the ad as a whole gave the "impression that the entire range of Saab vehicles was 'carbon neutral'". This is clearly not the case, given at most that emissions will be offset only in the first year of a vehicle's life.
The same Saab ad has been run across the Tasman - and GM Holden now faces court action by the Australian Competition and Commerce Commission. The Commission has taken legal proceedings against the company under the Trade Practices Act, alleging the ad was misleading and made false representations. The case is currently before the Federal Court.
"Mean but Green" Landrover
Motorcorp Distributors found itself before the ASA over claims in a newspaper ad for a Landrover Range Rover. Beside a photo of the vehicle were the words "Mean. But Green. The New Turbo Diesel V8." In smaller print, the ad described the car as "the most potent, most refined, most economical diesel-powered Range Rover. Ever."
Motorcorp Distributors defended the ad, claiming the reference to the vehicle as green "simply relates to the reduced CO2 emissions" from the new model. It pointed out the Rover's "old V8" engine produced CO2 emissions of 352g/km. In comparison, the new engine manages 299g/km.
But the ASA said it did not consider that such a relatively small reduction in CO2 emissions was adequate for supporting the use of the term "green". It said the term implied that a product was environmentally friendly or had a low environmental impact. This would be hard to sustain, as the Rover produces CO2 emissions more than three times higher than hybrid cars on the market.
"Environmentally Friendly Turbo Diesel"
A Holden television ad also came under scrutiny last year. Placed by Holden New Zealand, the ad showed images of Holden vehicles with the caption "Environmentally Friendly Turbo Diesel". Following a complaint to the ASA, Holden voluntarily withdrew the ad. The company also told the ASA that "in future, references to 'environmentally friendly' will be replaced with the phrase 'Smart Turbo Diesel'".
More green claims
The ASA cases aren't the only examples of car companies making environmental claims about their vehicles. Flick through any glossy magazine and you're likely to find some kind of green car claim.
"Saving the planet"
BMW has been running a series of ads, highlighting what it says are the environmental attributes of its fleet. One of the ads in the series invites would-be owners to "Take the Guilt Free Test Drive today".
BMW has won praise for the low-emission vehicles it's released on to the market. But there's no getting round the fact that petrol and diesel vehicles produce CO2 (the main greenhouse gas responsible for global warming) as well as other pollutants.
BMW points out it's investing in hydrogen-powered vehicles but these are not commercially available. BMW cars in New Zealand run on fossil fuels. And the fuel efficiency of the fleet varies widely from 5.3 litres/100km to 15.2 litres/100km.
"Environmentally friendly" VW
Ads for Volkswagen four-wheel drives (the Tiguan and Touareg) use the phrases "environmentally friendly" and "kind to the environment".
According to Volkswagen the Tiguan produces CO2 emissions of 199g/km; the best the Touareg manages is 275g/km. Not so kind to the environment then.
"Environmentally respectful" Peugeot
Peugeot claims no detail has been spared to ensure its new 308 is an "environmentally respectful" car. According to the company's ads, the 308 offers "European style that doesn't cost the earth" - though driving one will still contribute between 125g/km to 188g/km in CO2 emissions.
"Exceptional fuel economy"
Mazda promises that its "all-new Mazda6" delivers "exceptional fuel economy and emission performance".
The Mazda6 comes with either a 2- or 2.5-litre engine, so it's not a small car. The company says the new model has better fuel economy and emissions than the older model it's replacing. But company data shows CO2 emissions for the Mazda6 can be between 182g/km to 211g/km - over twice that of the most fuel-efficient cars around. Exceptionally average performance, we think.
"Kinder to the environment"
Advertisements for the Lexus GS series claim the new GS450h hybrid is "kinder to the environment" - compared with what, we're not sure.
Lexus says the hybrid manages CO2 emissions of 186g/km - about the same as the best Mazda6. The GS450h does emit less CO2 emissions than other cars in the GS line (for example, the GS460 produces 258g/km) so may be "less damaging" to the environment than these other models. But we don't think this is the same as being "kinder" to the environment.
Our view
- Driving petrol- and diesel-powered vehicles produces CO2. There's no getting round this. Advances in technology mean cars manufactured today may be more fuel-efficient than older vehicles, but they still run on fossil fuels.
- Advertisements offering an unqualified "environmentally friendly" motoring experience or making unsubstantiated green claims may breach the ASA's code of practice. They're also likely to breach the Fair Trading Act, which prohibits misleading or deceptive conduct and false representations.
- If you're motivated by environmental considerations, check out any green claims carefully. And, if you're really feeling "guilty" about using a car, then walking, cycling or using public transport might be ways to assuage your guilt.
More information
- Fuelsaver website - www.fuelsaver.govt.nz
- Rightcar website - www.rightcar.govt.nz
More from consumer.org.nz
Report by Jessica Wilson.