A Kia Carnival car advertisement, filmed on a winding Tasmanian road near a cliff-face, has come under scrutiny by the advertising regulator.
The nation’s Ad Standards Community Panel easier this year received a brief complaint that said the ad undermined road safety by “encouraging fast driving in unsafe conditions … speed kills”.
Kia argued that the ad, filmed with a professional driver, did not promote dangerous or reckless driving and “at no time” breached the speed limit.
“In this advertisement, the vehicle is travelling along the Lyell Highway in Tasmania, under the 100km/h sign posted speed limit. Similarly, the vehicle travels along a nearby unsealed road under the relevant 80km/h speed limit,” the company said.
However, the Panel found that the ad gave the impression of high speed with its visuals and “revving engine” sound effects.
They acknowledged that while the advertisement was “clearly filmed as part of a professional stunt … and was not a portrayal of usual driving behaviour”, it “could be replicated by other drivers in similar situations” and might suggest that the vehicle can be “driven at high speeds around corners”.
“The Panel considered that if a non-professional driver attempted to drive in the same manner as in the advertisement it could lead to an accident resulting in significant injury to the vehicle’s occupants. The Panel considered that the advertisement portrayed unsafe driving.”
The ad was found to be in violation of the voluntary code of practice for motor vehicle advertising and was subsequently modified by Kia.
