Michelin has been obliged by the UK’s Advertising Standards Authority (ASA) not to screen a television campaign in its current form.
The ad featured an animated fuel pump sucking money from cars, with the company maintaining its Michelin EnergySaver could help save up to 80L of fuel.
Go deeper with GlobalData
According to the ASA, on-screen text accompanying the advertisement stated: “Calculated on the basis of rolling resistance tests conducted by TÜV SÜD Automotive in 2009 on 15 key sizes for the European market. (Michelin was first in 13 sizes and second in 2 sizes.)”.
However, 15 television viewers challenged the 80L savings claim as misleading, arguing the advertisement did not specify what period of time the claim related to.
Most TV advertisers in the UK submit their campaigns to a body known as Clearcast to approve their transmission as suitable and the ASA said Michelin maintained its ad had been cleared by the organisation.
The ASA added Clearcast said its motoring consultant had confirmed the claim was during the tyre life of 45,000km. Given the large amount of fuel the ad claimed could be saved, it said it considered this was a statement of the obvious and the ad was approved accordingly.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataAlthough the ASA noted Clearcast’s comments and accepted most viewers would understand the claim of “save up to 80 litres of fuel” related to a significant period of time, it nonetheless considered the ad should make clear it was for the life of the tyre.
“Because the ad did not state the period of time the claim related to, we concluded it was misleading,” it said, ruling it “must not be broadcast again in its current form.”
Michelin was not immediately available for comment.
