Environmentalists are claiming a victory today – the Belgian advertising authority Jury d'Ethique Publicitaire (JEP) has upheld a complaint that Toyota has breached the EU’s labelling directive on its CO2 emissions slogans. In a Prius advert Toyota had used the strapline 'Zero emissions low'. The JEP ruled the ad misleading as it did not contain any CO2 emission or fuel consumption data. The decision represents a small but significant step forward in pushing manufacturers to give consumers the full picture on environmental performance.
CO2 advertising campaign >
JEP website >