Page last updated at 06:35 GMT, Wednesday, 15 April 2009 07:35 UK

Car firm rapped over green claims

A Tyneside car dealership has been told it must not imply that cars cause no damage to the environment.

A television advert for Newcastle-based Mill Garages said Volvo DRIVe models were "kind to the environment" because of low fuel consumption and emissions.

The Advertising Standards Authority (ASA) said the company must not use the "misleading" claim again.

A spokesman for the dealership said the the advert had been changed following advice from the ASA.

The ASA adjudication said: "Viewers were likely to interpret the claim 'these cars are kind on the environment' in absolute terms: the DRIVe range caused no harm to the environment.

Approved locally

"Because that was not true, we concluded that the ad was misleading."

It said the advert must not appear again in its current form, adding: "We told Mill Garages not to imply in future that cars caused no harm to the environment."

During the advert a man shown with cars from the Volvo DRIVe range stated: "These cars are kind on the environment and extremely kind on your pocket. Now is the time to choose Volvo."

The ASA received one complaint from a viewer who said the claim was misleading.

ITV said the advert had been approved locally due to time constraints, but pledged that similar adverts would be cleared centrally in future.

A spokesman for Mill Garages said: "As soon as the ASA notified us, we changed the advert immediately.

"We should have used the word 'kinder'."

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