Car Dealer Magazine tells us that an advert for BMW's high-beam assist technology has been held by the ASA to be misleading. The ASA's decision is here.
A radio ad for the BMW 1 Series car with high-beam assist technology, heard on 11 February 2016, stated "Oncoming traffic is never dazzled and you can keep your hands on the wheel and your eyes on the road". The complainant challenged whether the claim "Oncoming traffic is never dazzled" was misleading and could be substantiated. The Authority took the view that it would be taken by consumers as an absolute claim, and ordered that it not be used again in its present form.
The ad breached BCAP Code rules 3.1 (Misleading advertising), 3.9 (Substantiation), 3.12 (Exaggeration) and 20.5 (Motoring).
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