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.