The British section of car manufacturer Peugeot has been forced to scrap an advert for their 208 model from UK markets. But was this a legitimate reason to remove the ad from television broadcasts?
A BRITISH ad for Peugeot has been banned after showing a driver reacting to reading a text message on the car's built-in dashboard screen.
Aired in July, the television ad for the Peugeot 208 showed a male driver reading the text "I'm bored without you" from a woman at a party, followed by him raising one hand in the air.
Just five viewers complained that the ad was irresponsible because it appeared to encourage irresponsible driving.
In response to the complaints, Ad clearance agency Clearcast said the Highway Code allowed a driver to adjust music or the radio and the action of the driver looking momentarily at a message on a screen in the dashboard was "no worse and arguably less distracting" than that.
They said the driver's action of taking one hand off the steering wheel was momentary and no worse than changing gear.
Peugeot said the screen which displayed the text message was designed to avoid distraction and at eye level so the driver stayed focused on controlling the car.
The Advertising Standards Authority (ASA) said ads must not encourage dangerous or irresponsible driving behaviour which would breach the Highway Code, and moved to ban the ad as a response to viewer complaints.
It said: "We considered that, to show a driver reading a text message which, even at the eye level at which it was shown in the ad, would have inevitably diverted his attention from the road ahead, and then reacting to it, amounted to a distraction that would have prevented him being aware of, and/or being in control of, other actions that were necessary for safe driving.
"We told Peugeot to ensure future ads did not condone or encourage dangerous or irresponsible driving behaviour prejudicial to safety and in breach of the legal requirements of the Highway Code."
The manufacturer stood by its claims that the feature shown in the ad did not breach the Highway Code or showcase unsafe driving.
A representative from Peugeot said: "Whilst Peugeot accepts the ASA ruling, it refutes that the TV ad in any way condoned dangerous or irresponsible driving.
"The hands-free use of the mobile phone depicted in the advert also shows the driver fleetingly using the indicator stalk to read the text message on the screen.
"This, in Peugeot's view, is no different or distracting than the standard operation of indicators."
