The LowCVP begins work to develop car advertising code of conduct
Sat 22 March 2008
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The LowCVP is laying the foundations for work on the development of a best practice guide to car advertising and marketing in conjunction with the SMMT and ISBA, the representative body for advertisers. The UK initiative has been prompted both by the European Commission's call for car manufacturers to develop a voluntary advertising code and by proposals from UK environment groups.
The action has the endorsement of the King Review and the Chancellor, who announced in the Budget that Government would be engaging stakeholders on this issue through the LowCVP.
The LowCVP has already carried out research to define the current guidelines and restrictions surrounding advertising, particularly in terms of the presentation of environmental information. Some primary research has also been carried out to gather an evidence base on the level and type of car advertising carried out in the UK market with reference to CO2 emissions and environmental messaging.
The objective of the LowCVP programme is to propose how climate change issues should be dealt with in UK car advertising, and marketing more generally, and how these may be delivered through self-regulation by the industry. It is hoped that progress on the adoption of an advertising protocol in the UK could help to accelerate and inform the introduction of a European agreement.
The aims of the LowCVP programme are:
- to survey advertising practice to provide an evidence base for policy development
- to develop a 'green claims' guidance document
- to develop proposals for displaying improved environmental information on billboards and other advertisements
- to seek mechanisms to encourage the adoption of the system
In 2007, the LowCVP ran a nationwide competition - entitled 'Cars NOT Carbon' - which was designed to stimulate innovative ideas for greener motoring marketing and to encourage engagement between motor and fuels industry decision makers and the creative industries.
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