BannerAd   

Featured Vehicles For Sale


BannerAd

        



First advert ruled “misleading”

Article Image

In what seems a harsh judgement based on one single complaint, the Advertising Standards Authority has ruled that the FirstBus TV advert broadcast last year was misleading when it showed a vehicle displaying “We love low emissions”, with text stating "Our buses produce 4.97 per cent less carbon than conventional diesel buses". The solitary complainant – who clearly had greater knowledge of low-emission buses than most viewers of the advert – argued that it was misleading, because he understood that the Department for Transport considered a low carbon emission bus to be one that produced 30 per cent less carbon than conventional diesel buses.

FirstBus said they believed the complainant had misinterpreted the advert, because it did not refer to low emission buses specifically but to low emissions. First added that regardless of the interpretation it did not believe that the DfT's definition of low emission buses was widely known among the general public.

And Clearcast, which vetted the advert before it was aired, said it had ensured the "We love low emissions" claim was qualified by on-screen text stating how much less CO2 FirstGroup buses produced compared to conventional buses. They said that because the qualifying text appeared on-screen at the same time as the claim, no one would have been misled by the "low emissions" claim.

Despite these arguments, the ASA upheld the complaint, noting that while the DfT's definition of a low carbon bus was one produced for its own purposes, the ASA considered most viewers would expect the definition of "low emissions" in a transport advert to be in line with that used by the DfT.

www.asa.org.uk

Bookmark and Share  


Related Content

Free speech advert row

Following a court ruling which decreed that a pro-Israel anti-jihad advert was free speech, the San Francisco Municipal Transportation Agency has tried to defuse criticism by donating the revenue from displaying the advert on its buses to the educational activities of the San Francisco Human Rights Commission.

National Express breaches surf advert

A COMPLAINT about a National Express radio advert has been upheld by the Advertising Standards Authority.

Cogent hits back at CPT criticism

COGENT Passenger Seating has responded to criticism from the Confederation of Passenger Transport of a recent advertisement regarding the forthcoming requirements for operators to advise passengers of compulsory wearing of seat belts in coaches (EC Directive 2003/20).

First promotes buses with TV campaign

In a rare example of the bus industry using TV advertising, First UK Bus is running a 30-second advert promoting its services for a six-week trial period in two regions, ITV Yorkshire and HTV Wales & West.

OFT finds Cardiff Bus “predatory”

THE Office of Fair Trading has ruled that Cardiff Bus engaged in predatory conduct intended to eliminate a competitor, 2 Travel.

Bankfoot keeps on running despite ban

BANKFOOT Buses of Perth and its directors have been banned from holding an O-licence for three-and-a-half years by Scottish traffic commissioner Joan Aitken.



International news

Going Gold at Optare

Gold Bus, part of the Donric Group, has taken delivery of two Optare Solo SRs for a school contract in Ballarat, Victoria.

All-Setra fleet for Hörmann

Hörmann-Reisen of Augsburg has converted its fleet to 100 per cent Setra with the delivery of a trio of Euro 6 S431DT double-deckers and five ComfortClass S516HDs valued at around €4.

Granada launches BRT

A bus rapid transit service has been inaugurated in Granada.

Electric Citeas for Cologne

KVB Cologne has ordered eight articulated battery-electric buses from VDL.

Major order from SBS

SBS Transit has ordered 665 new buses valued at $311million (£147million).

Alsa adds Setras

Alsa, Spain’s largest bus and coach operator, has added 15 Setra ComfortClass 500 touring coaches to its fleet.



Product news

Compressor range from Voith

Voith Turbo, known for its automatic bus transmissions, is planning to launch a range of compressors for buses in the UK market.

Glass deal for Arriva Bus and Coach

Arriva Bus & Coach has appointed PSV Glass as its exclusive distributor and installation specialist for glass parts for the Van Hool and Temsa coaches it sells and supports in the UK.

Perth project for Parkeon

Parkeon is supporting a multi-million dollar public transport project in Perth that will provide real-time journey tracking for passengers along with Australia’s first underground dynamic bus stand allocation system.

BackGuard range extended by Ring

Ring has extended its range of BackGuard camera systems with a new 7” camera system kit which offers an introductory level system that fulfils legislative requirements.

New website and pricing from Quartix

Quartix has unveiled it new website which aims to enhance user experience and ensure visitors are kept up-to-date with product developments and company news.

French market presence from Compak

Compak reports that it continues to make progress in the French bus market and exhibited again this year at the Transports Publics show in Paris, where two bus manufacturers displayed products on which a ramp from Compak was installed.



People in the news

Martijn Gilbert becomes Reading CEO

MARTIJN GILBERT has been named as the new chief executive officer at Reading Buses, taking over from JAMES FREEMAN who is moving to First Bristol and West of England as managing director.

Elliott for MAN UK

SIMON ELLIOTT has been appointed managing director of MAN Truck & Bus UK.

Galloway management changes

Two Galloway managers have new posts.

Peace for Arriva NE

GAVIN PEACE is joining Arriva North East as engineering director at the end of this month, taking over from JOHN GREAVES, who is retiring.

PLS appoints Beck as MD

Passenger Lift Services has appointed ADAM BECK as managing director.

Arriva is IRTE top team for 2014

The top team in this year’s IRTE Skills Challenge, winning the Outstanding Achievement award, was made up of three engineers from Arriva, KEVAL RAYATT (Watford), COLIN HARRIS (Milton Keynes) and TOM HUBBARD (Wigston).

 

Latest News | View All News

Megabus.com trials 15m Scania

The UK's first 15m Scania Irizar i6 coach enters service this month on a six-month trial on Stagecoach's megabus.

Coach rolls on M5 motorway

There were no serious injuries reported in a dramatic crash in which a Volvo Plaxton operated by Prospect Coaches of Stourbridge left the M5 motorway in Gloucester and ended up on its side on an embankment.

Workshop accreditation from CPT

CPT has launched a workshop accreditation scheme.

Kirk leaving Oxford Bus

Philip Kirk is stepping down as managing director of the Oxford Bus Company after almost 20 years with the business, 14 as managing director He will be succeeded by Phil Southall, who is currently operations director.

Stagecoach criticises Spanish check

Stagecoach says that the driver of a megabus coach who was arrested by Spanish police last weekend was operating legally.

Dual-door Volvos cut dwell times at Bath

The Bath Bus Company has taken delivery of two Volvo B9TLs with open-top Unvi Urbis 25 bodywork.



Latest vehicle deliveries

Volvo support wins repeat business

Barnes Coaches of Swindon has added a new 53-seat Volvo B9R Jonckheere to its fleet.

Leopards launch new look for Sunfun

Cambridgeshire-based Sunfun Group has launched a new CambridgeCoaches.

Taf Valley takes VDL Futura

Taf Valley Coaches of Whitland, Carmarthenshire, has taken delivery of a new 12.

Elite strikes right deal for Hodgsons

Hodgsons Coaches of Barnard Castle has taken delivery of a 12.

Optare quality impresses Western Isles

Western Isles council is now running five new Optare Solo SRs on its cross-island routes centred on Stornoway.

Safety, reliability the key at Bluebird

Bluebird Coaches of Weymouth has added two Volvo B11Rs with Jonckheere bodies to its 22-vehicle fleet.



Coach tourism news

Register now for Group Leisure show

The Group Leisure & Travel Trade show takes place at the NEC on 25 September offering new ideas and networking for group holidays and coach tours.

Blackpool welcomes coach industry views

VisitBlackpool has thanked coach companies and drivers for helping with a study into the resort’s coach facilities.

Christmas breaks at 3-star Jersey hotel

With less than 150 days to go until Christmas, Jersey’s Modern Hotels Group is promoting a range of festive breaks.

New ideas at Group Leisure show

A new seminar programme is being launched at this year’s Group Leisure & Travel Trade Show which will tackle group travel issues and provide useful knowledge and ideas for forthcoming trips and holidays.

New Eastriggs museum recalls WW1

The new Devil’s Porridge Museum is opening on 31 July, offering a magnificent experience and enhanced facilities for coach parties.

Eurotunnel attacks MyFerryLink ruling

Eurotunnel has attacked the decision of the Competition and Markets Authority to require it to close or sell its MyFerryLink business.