What's wrong with billboard car adverts?

Get your binoculars! Most people we interviewed couldn't see the CO2 info on outdoor car adverts

The VCA guidelines state that the CO2 information is meant to be readable from the opposite side of the road

Last month, We Are Futureproof’s intrepid team hit the streets to ask whether members of the public could see the fuel economy and emissions information on a couple of car advert billboards.

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The VCA Guidelines state that the CO2 information is meant to be readable from the opposite side of the road. We felt that this is often not possible, so we decided to interview people out on the streets.

The first ad was for the new Lexus Hybrid. It was situated in a very high position on the roundabout at London’s Old Street. It’s a prime bit of advertising space; unfortunately the distance and height of the ad from the nearest pavement meant that it was almost impossible to see that there was a line of text about CO2 at the bottom of the advert.

This was borne out by the reactions of the public. Many didn’t believe that there was a line of text at the bottom – only on being passed some binoculars could they see the line of text. Even then, many of them still couldn’t make it out. Those that could read it with the binoculars couldn’t understand what it meant.

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We then traveled to Waterloo Station, where an ad for a Toyota Corsa was situated high up above street level. Standing on the opposite side of the road, we asked passers by whether they could read the text. Again, they couldn’t make it out. Binoculars were again presented, much to the amusement of our subjects.
in the current economic climate, the information about fuel economy is extremely important

One man commented that in the current economic climate, the information about fuel economy is extremely important. We couldn’t agree more. As is often the case, the environmental credentials of the car are as important as the running costs when it comes to choosing a vehicle. If consumers do not have the information presented in a way that they can both easily see and understand, their attempts to buy a fuel efficient car can be pretty near impossible.

When car sales figures were released recently, sales of all types of car were down, apart from the smallest cars. Research shows that consumers often think ‘small car = low emissions and smaller fuel costs.’ Whilst it’s true that your average small car is going to emit less than say a two and a half ton 4x4, it clearly isn’t as simple as that.

We think it’s time consumers were armed with all the facts they need in order to buy the car that suits their pocket and the planet. It would even boost the economy - if car buyers could buy with confidence, they would surely be more likely to make a purchase, and a well-informed one at that.

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We Are Futureproof are working hard to make illegible and confusing information on car ads a thing of the past. Our hope is that our research ahead of the forthcoming revision of the Car Labeling Directive by the EU Commission will bring that day closer.

You can watch the new video by clicking here

For more information about our work with other NGOs on advertising in Europe please visit www.drivingthechange.eu

Sarah, for We Are Futureproof