Toyota SUV ads banned for promoting reckless driving

author: FutureCar Staff    

The Advertising Standards Authority (ASA/PA) has banned an ad for the Toyota Hilux SUV that depicted the vehicles being driven over natural terrain. The ad was criticized for encouraging off-road driving without considering the environmental impact.

The ad, which was shown on Facebook, featured several vehicles traveling together across an open plain, crossing a river bed, and eventually joining a tarmacked road. A voiceover described the scene as "one of nature's true spectacles" and emphasized that the Toyota Hilux was "Born to Roam."

In addition to the video ad, a poster seen at a bus stop also carried the "Born to Roam" slogan. The poster showed two SUVs driving on a rocky incline in a savannah-style landscape, with numerous identical vehicles in the background.

A campaign group called Adfree Cities lodged a complaint with the ASA, arguing that the ads were irresponsible for promoting behavior that harms the environment. Toyota defended the ad, stating that it was filmed in Slovenia on private land with permission. The company also claimed that the use of multiple vehicles was clearly fantastical and not meant to be replicated by consumers.

Toyota further argued that the video ad did not encourage UK consumers to drive irresponsibly in the countryside and cause environmental harm. The poster, which was entirely computer-generated, had no impact on the natural environment.

The ASA ruled that the ads must not appear again, stating that they presented and condoned the use of vehicles in a manner that disregarded their impact on nature and the environment. The ASA also instructed Toyota to ensure that their future marketing communications do not encourage irresponsible behavior towards the environment.

Veronica Wignall, co-director at Adfree Cities, welcomed the ruling but called for the termination of SUV promotions altogether. She argued that SUVs are harming nature, polluting the air, congesting cities, and causing tragic loss of life.

In response, a spokesperson for Toyota reiterated the company's commitment to the environment and highlighted their efforts in reducing carbon emissions. They also emphasized that Toyota offers vehicles suitable for off-road and remote settings, catering to customers who require reliable mobility in harsh terrains.

The spokesperson clarified that the footage used in the ad was obtained in a non-UK location on private land with all necessary permissions. They also confirmed that the static image in the display ad was computer-generated and had no environmental impact.

FutureCar Staff