General Motors withdraw Hummer ad after FoE Scotland complaint

07 March 2008
Topics: Transport, Climate

Hummers not "fuel efficient" after all...

General Motors, manufacturers of the controversial Hummer H3 4x4, today removed any claims of fuel efficiency from their advertising materials. This follows a complaint to the Advertising Standards Agency by Friends of the Earth Scotland, after the motor giant's newspaper adverts claimed the H3 was a fuel efficient vehicle. The Hummer H3 is one of the least fuel efficient vehicles on the market [1].

Duncan McLaren, Chief Executive of Friends of the Earth Scotland, said:

"The notion that a gas-guzzling monster like a Hummer could be regarded as in any way "fuel-efficient" is laughable. We're pleased that GM have responded promptly to the threat of an ASA ruling, and pulled the claim. However, it remains the case that such climate trashing vehicles can still be advertised without any environmental or health warning. This would ensure consumers were properly informed of the risks such vehicles pose."

The advert claimed that the vehicle has "Half the calories. All the flavour" and that is was "Built for UK roads, it's smaller, fuel efficient...".

This is the latest in a line of businesses being forced to withdraw adverts due to misleading environmental claims, including Shell [2], Ryanair [3] and the Malaysian Palm Oil Council [3].

NOTES

[1] The Hummer H3 has the lowest energy efficiency rating possible (class G):
http://www.vcacarfueldata.org.uk/search/vehicleDetails.asp?id=19300

[2] Shell adjudication
http://www.asa.org.uk/asa/adjudications/non_broadcast/Adjudication+Details.htm?Adjudication_id=43476

[3] Ryanair adjudication
http://www.asa.org.uk/asa/adjudications/Public/TF_ADJ_42885.htm

[4] Palm oil adjudication
http://www.asa.org.uk/asa/adjudications/Public/TF_ADJ_43763.htm

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