In an unprecedented move, the UK Advertising Standards Authority (ASA) has initiated a ban which called out leading auto manufacturers, Toyota and Hyundai, for exaggerating the electric car charging times of their respective models. The ASA stated that both manufacturers made misleading claims about the availability and efficiency of rapid-charging stations across the UK and Ireland.
Misleading Claims in Electric Car Advertising
Toyota’s campaign for its bZ4X model assured customers they could charge the vehicle to 80% in about 30 minutes using a 150kW fast-charging system. It added drivers could “easily find rapid-charging points in a number of public locations”. Hyundai echoed similar claims in their campaign for the Ioniq 5 model, promising a charge from 10% to 80% in 18 minutes using a 350kW charger.
Both companies have admitted that these charging times were achieved under perfect factory conditions, raising questions about their attainability in real-world situations.
The ASA Investigation and Ruling
The ASA received complaints challenging the claims made by both Toyota and Hyundai. Furthermore, the availability of rapid-charging points across the UK, which would affect the likelihood of consumers achieving the claimed charging times, was also questioned.
Toyota stated at the time of its campaign, there were 419 charging points at 134 locations across the UK. However, the breakdown revealed just seven in Scotland, two in Wales and none in Northern Ireland. Hyundai’s data painted a similar picture.
Despite the manufacturers’ argument that drivers wouldn’t require rapid-charging points for shorter journeys, the ASA found that their advertisements had given the impression it was “relatively straightforward” to access rapid-charging points across the UK.
ASA cause Repercussions for Hyundai and Toyota
The ASA highlighted that many factors affected charging times in real-world situations, including the age and condition of the battery, the ambient temperature, and the battery temperature. “If any of those conditions were less than optimal, then charging times would likely take longer,” the ASA noted.
These revelations led to the ASA banning the ad campaigns, the first ban it has instigated against electric car advertising claims, instructing Toyota and Hyundai not to mislead consumers about battery charging times in the future.
Future of Electric Vehicle Advertising
As electric vehicles continue to rise in popularity, it is crucial for manufacturers to provide clear, accurate information to potential customers. This ASA ruling sets a precedent for future advertising in the industry, holding automakers accountable for their claims and ensuring transparency for consumers.
“We concluded that because the ads omitted material information about the factors that could significantly affect the advertised charging time and the limitations in relation to availability … the claims had not been substantiated and were misleading,” the ASA ruled.
As we move forward in the era of electric vehicles, transparency and accuracy in advertising will play an ever-important role. We hope that the steps taken by the ASA will encourage more authentic, consumer-friendly advertising.
What are your thoughts on this issue? Do you think the ASA’s decision will help improve transparency in electric vehicle advertising? Let us know your thoughts in the comments below.
