Peugeot: Just Add Colloquialisms

And here is the Advertising Standards Authority’s response to the complaint I raised….

Mr J Davis
X XXXXXXX
Worthing
West Sussex

Dear Mr Davis

YOUR COMPLAINT ABOUT PEUGEOT MOTOR COMPANY

Thank you for contacting the ASA with your complaint regarding a TV ad for Peugeot Motor Company. I am sorry to hear this has caused you concern. I understand you were concerned that the ad’s reference to “Road Tax” was misleading and should have been referred to “Vehicle Excise Duty”. The ASA can intervene if an ad that has been broadcast appears to be likely to be in breach of the UK Code of Broadcast Advertsing by, among other things, being likely to cause serious or widespread offense, risking causing significant harm or being materially misleading. In this case we do not consider there has been such a breach and will not be taking any action.

While it is true that the correct term is “Vehicle Excise Duty”, colloquialisms such as “Road Tax” are often used by advertisers to articulate a message in a way that will be understood by the widest audience. We do not consider that the use in the ad would have misled viewers or promoted a view that only motorists pay for road building and maintenance, and will therefore not investigate the matter further.

I realise that this may disappoint you, but thank you nonetheless for taking the time to contact us with your concerns. The ASA website, www.asa.org.uk, contains more information about the work we do, including the results of investigations into complaints.

Yours sincerely

Xxxxxxxx

Complaints Executive

 In fairness, it was jolly nice of them to write. I completely disagree. I know I’m not alone either.

This from Carlton Reid’s IPayRoadTax website.

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Last Tango in Parris

Journalist Carlton Reid has brought this to everyone’s attention on his brilliant website.

The title of this post refers to Matthew Parris, an ex-MP and columnist. In 2007 he wrote a column in the Times ranting against cyclists.

‘A festive custom we could do worse than foster would be stringing piano wire across country lanes to decapitate cyclists. It’s not just the Lycra, though Heaven knows this atrocity alone should be a capital offence; nor the helmets, though these ludicrous items of headgear are designed to protect the only part of a cyclist that is not usefully employed; nor the self-righteousness, though a small band of sports cyclists on winter’s morning emits more of that than a cathedral at evensong; nor even the brutish disregard for all other road users, though the lynching of a cyclist by a mob of mothers with pushchairs would be a joy to witness.’

That’s just the opening paragraph! He then carries on in a way that makes Jeremy Clarkson’s words read like a bedtime story involving kittens. To be fair, Mr Parris was probably unaware of the fact that hilarious country dwellers were stringing wire between trees and fence posts on bridleways to garrotte cyclists and horse riders (it certainly wasn’t to catch 5ft tall foxes). Thankfully these were, and are rare events but you have to ask what passes through the minds of these spineless, spiteful people to summon up such hatred through these words and deeds.

The article received over 200 complaints to the PCC and an apology followed.

Let’s fast forward to last week’s Spectator. Mr Parris discusses the Monsal Trail in the Peak District National Park. Four disused railway tunnels are being opened up to create a path with easier gradients for cyclists, horse riders and walkers allowing decent connections to other routes. Part of the funding is coming from Cycling England.

(Further reading about the trail can be found at this wonderful blog post from the Worthing Wanderer)

However, Mr Parris continues,

‘……. couldn’t cyclists themselves be more involved in the funding of Cycling England — some £160 million per annum? Cyclists have a strong sense of community and are good at organising (as I know to my cost, having once upset them). I would hazard a guess that as an overall group they do not represent a particularly disadvantaged section of society. They pay no road tax. Cyclists do already support a range of cycling organisations, local and national, out of their own pockets: why not this one, if they want it to continue?….’

Regular readers of this blog (and Carlton Reid’s website) will of course have spotted his cardinal error; Road Tax hasn’t existed for over 70 years and even then it was heavily subsidised. Cyclists have always contributed to road building through Central and Local Taxation, often contributing to the creation of conditions hostile to cyclists. As seasoned cycle campaigners know, cycling budgets at National and Council level are woeful. West Sussex County Council have just confirmed that there is no money in the pot this year for cycling due to all the recent pothole repairs and of course cuts, cuts, cuts, except where motoring is concerned. (Actually I’m glad they haven’t any money because there’ll be no more of this, this or this)

Mr Parris continues,

…at an ancient and historic copper mine I visited in neighbouring Cheshire two years ago, a group of volunteer enthusiasts have been clearing away rubble for many years, all unpaid and all in their spare time. Most cyclists are by definition fit, strong and healthy. Campaigning by cycling groups will have been part of the genesis of this Monsal Trail project. Why not involve campaigners in the work itself? Shifting rubble is not highly skilled; it would be fun to be involved. Walking and horse-riding groups, to all of whose members these tunnels are planned to open, could join in’

and then he enthuses,

‘… how to collect the money? Here, government can help co-ordinate: if cyclists were to consolidate their organisations into a sort of AA of cycling, a range of benefits — like using this trail, or public cycle-racks, or railway provision for cycles, or discounts in cycle shops, could be made dependent on showing the badge.’

The CTC has been around since 1878. They successfully campaigned for cyclists’ right to be on the road, and to use bridleways (years before the Mountain Bike). They offer free third party insurance to members, free legal assistance and discounts in cycle shops.  Above all, they have volunteers working across the country; People that fight in their spare time to open up trails, to get our voice heard in Highways Departments that couldn’t care less and to secure funding through whatever means.

All this for something so beautifully simple, previous generations did it without even thinking.

Volunteers have always been the backbone of cycling, from those that build and maintain Mountain Bike trails, to the Sustrans Rangers acting as custodians of the National Cycle Network, to the volunteer marshals at road and mountain bike events across the land, to all the campaign groups, to the devilishly handsome cycling blog writers to the venerable CTC.

In conclusion, Matthew Parris is nothing more than a misguided fool who needs to do more research. Maybe he should do a bit of volunteer work in the CTC offices. He might learn something.

Road Tax

Yesterday I found myself in a place I don’t often frequent – the DVLA local office in Brighton. Our beloved little car is no longer fit for purpose so we traded it in for a 5 door ‘family saloon’. This is partly for Wife who through a combination of bad luck and woefully bad surgery has a bad back but also because we seem to have accumulated a lot of stuff since The Boy arrived on the scene. The Space Shuttle taking supplies to the International Space Station is nothing compared to my household embarking on an overnight stay. It does make you wonder how we coped before but years ago families lived much closer together. Sometimes too close in the case of the village where I grew up.

Anyway, the point of today’s sermon is that I was buying a new 12 month tax disc. I put it in my bag and later on I cycled 12 miles home. However, there are a lot of motorists out there that believe that I should be displaying a tax disc on my bicycle too and that cyclists should ‘pay for the roads’. These people are what I like to diplomatically call ‘Morons’. The reasons are as follows:

Motorists Don’t Pay for the Roads

“There has been no direct relationship between vehicle tax and road expenditure since 1937.”
Policy and External Communications Directorate, DVLA

‘Road Tax’ doesn’t exist. In fact, it hasn’t existed since 1937 when the ‘Road Fund Licence’ was abolished. Even when the ‘Road Fund’ existed, motorists only ever paid a fraction of road expenditure. It was Winston Churchill that instigated its abolition stating
“It will be only a step from this for [motorists] to claim in a few years the moral ownership of the roads their contributions have created.”

The round disc I was carrying home to put in my windscreen is actually called Vehicle Excise Duty (or VED). It is a tax on the car, not its use. Road maintenance comes from central taxation. Even my month old son is indirectly paying for the roads from the VAT on the packs of Pampers we’re steaming through at a rate of knots.

VED Is Emissions Linked

Even if cyclists had to display a ‘road tax’ disc, a bicycle is a zero emissions vehicle and therefore would pay nothing. Beaurocracy would have been created at further expense for no return.

Cyclists Have More Right to Be On the Road

Cyclists, pedestrians & horse riders all have the RIGHT to use the Queens Highway. Motorists have to be licensed which is a privilege that can be removed by law. If you choose to operate a piece of heavy machinery that can move at lethal speeds which can kill if used incorrectly, it’s only right that you should have the correct licence, that the vehicle has an annual test and that the correct insurance covers its use.

By the way Cyclists can get Third Party insurance automatically by joining CTC – the National Cyclists Organisation (www.ctc.org.uk) or London Cycle Campaign (www.lcc.org.uk)
It may interest you to know that CTC years ago helped campaign for the creation of motorways (which cyclists obviously can’t use) reasoning that all cars would use them freeing up the minor roads for cycling and other lawful pursuits. Yes, that was probably a little naive with hindsight.

So there you go. I’ve bought a disc because I’ve bought a piece of machinery that pollutes. Nothing more, nothing less. If you want further information on the ‘Road Tax’ myth, journalist Carlton Reid has set up a brilliant website (<a href="www.ipayroadtax.com“>www.ipayroadtax.com) with further fascinating articles on the idiocy that cyclists face every day from people that think they own the roads when in reality have less right to be there.

Now that I own a 5 door family saloon, I shall not start watching Top Gear or reading the Daily Mail although I might end up towing a caravan. These are heady times we live in.