BMW ADVERT BANNED OVER ZERO-EMISSION CLAIMS 28/07/2010, By By Josie Clarke, Press Association

A SECOND BMW advert was banned over claims relating to CO2 emissions, a watchdog has said.

The press ad claimed that the BMW Concept ActiveE "is the first BMW to be powered purely by electricity", going on to say: "Thanks to its electrifying performance and zero CO2 emissions when driving, the ActiveE redefines BMW EfficientDynamics."

A reader said the claim was misleading because they understood that the car needed to be charged with electricity from the National Grid, which would result in the production of emissions.

BMW said its headline claim of 0% emissions was supported lower down in the ad with the phrase: "Zero CO2 emissions when driving," making it clear that they did not suggest the car was zero carbon across its life cycle.

The Advertising Standards Authority (ASA) said the vehicle was only able to operate if it was charged with electricity from the National Grid, which was therefore contrary to the claim "0% emissions".

The ASA said: "We considered that the inclusion of the phrase 'when driving' was contradictory to the overall zero emission claim and the impression that the car's use would not result in the production of emissions.

"We therefore concluded that the claims '0% emissions' and 'zero CO2 emissions when driving' were likely to mislead."

It ruled that the ad must not appear in its current form.

Last week BMW was rapped by the watchdog for claiming its latest Z4 Roadster model had low levels of CO2 emissions.

The ASA said readers were likely to assume that BMW's claims were a comparison against all cars, which was not the case, and ruled that the advert should not be used again in its original form.