Sunday 21 January 2018

TV advert for Toyota Yaris cut amid safety concerns

Toyota Yaris
Toyota Yaris

Paul Healy

Car dealer Toyota has edited a TV advertisement that was subjected to complaints that it promoted "irresponsible and unsafe" driving.

The Advertising Standards Authority for Ireland (ASAI) has upheld complaints about the advert that featured a Toyota Yaris being driven around with a number of different drivers and passengers singing loudly and dancing to a Bruno Mars song, 'Locked out of heaven'.

Among a series of complaints was one that "young drivers may take example from the advertisement, as the impression created was that it was okay to sing and dance while driving a car".

In response, Toyota Ireland said it holds driver safety in the utmost regard.

The company had edited the advertisement and removed a segment which featured a driver with her eyes closed "in order to align it to their commitment to safety" before the ASAI investigation began.

The Road Safety Authority also got involved in the deliberation over the safety of the advert, finding that, despite people's concerns, it did not promote unsafe driving. It was decided that the ad vert would still run.

The ASAI upheld the complaints but said no further action was necessary as the advert had been edited sufficiently.

Meanwhile, the VHI has been forced to drop an advertisement which features a young woman entering a hospital, reading a book that says "VHI homecare included in all hospital plans".

The complainant considered the advert to be "misleading", saying that the service was in fact not available to anyone in the south of Ireland.

The ASAI found that the advertisement should not run in its current format again as it considered the fact the service wasn't available in certain areas should have been as visually clear as the voiceover in the advert.

Irish Independent

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