The UK automotive industry has committed to a new set of guiding principles for marketing automated vehicles, The Society of Motor Manufacturers and Traders (SMMT) said.
Developed and agreed by the Centre for Connected and Autonomous Vehicles’ AV-DRiVE Group, the principles provide an outline for responsible advertising and communication relating to automated vehicles and their capabilities, SMMT said.
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The industry-led initiative would ensure consumers receive consistent and clear information regarding automated driving features, ahead of their expected introduction to British roads in 2022.
The guiding principles state that:
• An automated driving feature must be described sufficiently clearly so as not to mislead, including setting out the circumstances in which that feature can function.
• An automated driving feature must be described sufficiently clearly so that it is distinguished from an assisted driving feature.
• Where both automated driving and assisted driving features are described, they must be clearly distinguished from each other.
• An assisted driving feature should not be described in a way that could convey the impression that it is an automated driving feature.
• The name of an automated or assisted driving feature must not mislead by conveying that it is the other – ancillary words may be necessary to avoid confusion – for example for an assisted driving feature, by making it clear that the driver must be in control at all times.
Mike Hawes, SMMT chief executive, said: “It is essential that this revolutionary technology is marketed accurately and responsibly.”
