In a landmark decision, the UK Advertising Standards Authority (ASA) has banned two Toyota Hilux SUV advertisements, marking the first time an SUV ad has been prohibited for breaching social responsibility standards in an environmental context. The ruling comes as a response to concerns raised by Adfree Cities and Badvertising, advocating for responsible advertising practices and the elimination of high-carbon product endorsements.
The banned ads, part of a 2020 campaign, showcased Toyota Hilux SUVs navigating challenging off-road terrain, raising objections from environmental advocates. The complaint argued that the advertisements endorsed environmentally harmful behavior and called for stricter regulations on advertising high-carbon products.
The ASA’s ruling stated that the ads “condoned the use of vehicles in a manner that disregarded their impact on nature and the environment” and were not prepared with a sense of responsibility to society. This decision underscores the increasing scrutiny of advertising’s role in promoting actions that contribute to environmental degradation.
Veronica Wignall, co-director at Adfree Cities, criticized Toyota for its “total disregard for nature and the climate,” emphasizing the need for government intervention to curb high-carbon advertising. Wignall drew parallels with tobacco advertising bans and highlighted the impact of climate change on public health.
Toyota defended its campaign, asserting the Hilux’s legitimate purpose in demanding industries like farming and forestry. However, critics pointed out the absence of such workers in the ads. The ruling reflects a broader industry trend, with the ASA announcing plans in 2021 to investigate environmental advertising claims and practices.
Despite the ban, a Toyota spokesperson reaffirmed the company’s commitment to reducing carbon emissions across its vehicle lineup and willingness to share electrification technology. The spokesperson clarified that the footage was shot on private land outside the UK, minimizing its ecological impact.
The decision comes amid the growing popularity of SUVs, constituting nearly one-third of vehicle sales in the UK. In Europe, SUVs represent a record 51% of new car registrations in the current year. The surge in SUV sales has contributed to higher carbon emissions, raising concerns about the environmental impact of the automotive industry.
