Magazine article Marketing

ASA Slaps Down BMW for Faking Used Car Photo

Magazine article Marketing

ASA Slaps Down BMW for Faking Used Car Photo

Article excerpt

ASA slaps down BMW for faking used car photo

BMW faked an ad for its approved used cars scheme, it was revealed this week.

The Advertising Standards Authority (ASA) has upheld a complaint against BMW for a national press ad featuring two models, one new and one supposedly second-hand. It challenged readers to spot the difference - but both were in fact new.

The ad, through WCRS, shows two identical BMWs beside two registration plates, one an E-reg, the other an H-reg with the headline "Which number plate belongs to which BMW?"

Its claim - "the Approved Used BMW is the one on the left" - was wrong. It was new, making a mockery of the whole concept of BMW's used car scheme - a vital tool in the car maker's armoury within a depressed UK new car market.

Martin Runnacles, marketing manager at BMW says: "We must stand by the ASA's ruling in this instance. As they point out, however, the provision of photographic evidence demonstrates the comparison made in this ad can be fully justified. …

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