An advertisement for Peugeot has been suspended for showing a person reacting to studying a text around the car’s built-in dashboard screen.
The tv ad for that Peugeot 208, observed in This summer, demonstrated a guy studying the written text “I’m bored without you” from the lady in a party because he was driving through city roads, followed by him raising one hands in mid-air.
Five viewers complained the ad was irresponsible since it condoned or encouraged harmful or irresponsible driving.
Ad clearance agency Clearcast, responding with respect to itself and Peugeot, stated the Highway Code permitted a person to regulate music or even the radio and the act of the motive force searching momentarily in a message on the screen within the dashboard was “no worse and perhaps less distracting” than that.
They stated the driver’s action of taking one hands from the controls was momentary with no worse than altering gear.
Peugeot stated the screen which displayed the written text message is built to avoid distraction and also at eye level therefore the driver remained centered on manipulating the vehicle.
Upholding the complaints, the Advertising Standards Authority (ASA) stated ads mustn’t condone or encourage harmful or irresponsible driving conduct which may breach the Highway Code.
It stated: “We belief that, to exhibit a person studying a text which, even in the eye level where it had been proven within the ad, might have inevitably diverted his attention in the road ahead, after which reacting into it, amounted to some distraction that will have avoided him being conscious of, and/or just being in charge of, other actions which were essential for safe driving.”
It ruled the ad should not be broadcast again in the current form, adding: “We told Peugeot to make sure future ads didn’t condone or encourage harmful or irresponsible driving conduct prejudicial to safety as well as in breach from the legal needs from the Highway Code.”