ASA Finds The Diesel Car Company’s Ad for Renault Zoe Misleading Over Hidden Fees
ASA Finds The Diesel Car Company’s Ad for Renault Zoe Misleading Over Hidden Fees
The Advertising Standards Authority (ASA) has upheld a complaint against an advertisement by The Diesel Car Company, trading as Driving Cleaner Cars, for not including a compulsory £199 administration fee in the advertised price of a 2020 Renault Zoe GT Line. The listing, which appeared on the AA Cars website on March 7, 2023, displayed the vehicle's price as “£15,300” without accounting for the additional fee required from all buyers.
The complaint was raised after the consumer was asked to pay the admin fee on top of the listed price, leading to questions about the transparency of the vehicle’s total cost. In response to the ASA inquiry, Driving Cleaner Cars acknowledged the admin fee but attributed the oversight to issues with the AA Cars website's handling of their feed, suggesting either a technical glitch or a lack of adequate space to display the extra charge.
AA Cars, operated by Used Car Sites Ltd, countered by stating that neither Driving Cleaner Cars nor their feed provider had supplied the necessary details to include the admin fee in the total price displayed on the listing. They emphasized that under their terms and conditions, dealers are obliged to ensure their listings comply with the Committee of Advertising Practice (CAP) code and promised to review their platform to remind dealers of their responsibilities regarding advertisement content.
The ASA's assessment concluded that consumers would naturally interpret the stated “£15,300” as the total cost of the car, inclusive of all mandatory taxes, duties, fees, and charges applicable to the majority of buyers. The requirement for an additional £199 admin fee at the point of sale, not included in the advertised price, was deemed a clear violation of CAP Code rules regarding misleading advertising and pricing.
As a result, the ASA has mandated that the advertisement must not be published again in its current form and instructed The Diesel Car Company to ensure all future marketing communications comprehensively disclose any non-optional fees to avoid misleading potential buyers.
This ruling underscores the importance of transparency in vehicle pricing and the need for dealerships to fully disclose all costs upfront in their advertisements. It serves as a reminder to consumers to be vigilant and to dealers to adhere strictly to advertising standards to maintain trust and compliance in the automotive market.
Notes to the editor
For further information please contact:
Sonia Mattis or Kevin Stewart at news@carsvansandbikes.com
Keep up-to-date with CarsVansandBikes.com on Twitter; @Carsvansbikes
or follow us on Linkedin: www.linkedin.com/company/carsvansandbikes
CarsVansandBikes.com: Revolutionizing Vehicle Advertising in the Digital Age
In the ever-evolving digital landscape, the quest for the perfect vehicle - be it a car, van, or motorbike - has been transformed by the emergence of CarsVansandBikes.com. Launched in 2021, this digital advertising website has rapidly become the go-to platform for motorists seeking new or pre-owned vehicles. Embodying the ethos As easy as CVB, the platform simplifies the search process, making it more accessible and user-friendly.
What sets CarsVansandBikes.com apart in the crowded online marketplace is its commitment to unbiased advertising. In a marked departure from industry norms, CVB eschews advertising or sponsored listings. This principled stance ensures that all vehicles are presented on CarsVansandBikes.com without any undue influence or bias, offering a refreshingly transparent experience for users. This approach starkly contrasts with other platforms where sponsored listings can often skew visibility and influence consumer choice.
The fair and transparent cataloging of advertising stock on CarsVansandBikes.com is another cornerstone of its service. By providing comprehensive details of each vehicle, beyond just listing prices, the platform empowers motorists to make well-informed decisions. This depth of information is crucial in an industry where the nuances of each vehicle can significantly impact buyer satisfaction.
A standout feature of CarsVansandBikes.com is its pricing model. When it first graced the online automotive advertising scene, CVB distinguished itself by not charging extra fees. In a bold move for 2024, the platform has further elevated its commitment to affordability. Now, neither motor dealers nor private motorists are required to pay to advertise their vehicles on the site. This initiative is a significant stride in democratizing vehicle advertising, allowing sellers of all scales to reach potential customers without financial barriers.
The platform's ethos of connecting sellers directly with potential buyers is a testament to its user-centric design. CarsVansandBikes.com goes beyond mere transactional interactions, fostering a community where detailed vehicle information is readily available. This approach not only aids in the selling process but also ensures that buyers are better equipped to make choices that align with their needs and expectations.
Operating under the trade name CarsVansandBikes.com, CarsVansandBikes Limited has positioned itself as a trailblazer in the automotive advertising industry. By offering its services completely free of charge, the platform breaks down traditional barriers, making vehicle advertising more accessible and equitable.
As CarsVansandBikes.com continues to grow and evolve, its impact on the automotive market is undeniable. With its user-friendly interface, commitment to unbiased advertising, and innovative approach to cost, CVB is not just a platform; it's a paradigm shift in how we find and advertise vehicles in the digital age.