Why dont you? As in RR it with and without then post up your slips!
Not being funny mate but at the end of the day, did you even read the ASA post? Just in case not...here it is below!
Complaint:Objection, via Kingston Trading Standards department, to a magazine advertisement for a fuel efficiency device. The advertisement was headlined "Transform your performance!" and continued "And … Save money on petrol and Reduce emissions ? Hailed by the motoring press the NEW Ecotek CB-26P is available for ?48.99 inclusive." The advertisement featured testimonials from four different motoring magazines. The complainant challenged the claims:
1. "Transform your performance";
2. "Save money on petrol" and
3. "Reduce emissions".
4. The Authority challenged whether the advertised product could be described as "new".
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Adjudication:
The advertisers explained that their product was an air-bleed device. They asserted that air-bleed devices were generally acknowledged to change the performance of a car, improve fuel economy and reduce emissions because they introduced more air into the combustion engine. The advertisers stated that the product was most effective on EUR1 and EUR2 cars and the advertisement was targeted at owners of those types of car. The advertisers sent a copy of the products patent certificate, several magazine reviews, a product test report, dated 1993, from a government laboratory (Warren Spring) that stated that using the device reduced emissions, and certificates that stated the results of two more independent tests performed by garages; one of the tests stated that using the device reduced fuel consumption and emissions and the other stated that using the device reduced carbon monoxide emissions. They also sent engineers drawings that showed changes made to the design of the product since its launch. The advertisers said the vast majority of their customers were satisfied with the product.
1. Complaint upheld
The advertisers questioned whether tests to determine improved performance existed. They explained that the device improved performance by collapsing the manifold vacuum so that when the throttle was reapplied, there would be slightly more fuel in the air-fuel mix and improve the throttle response. They said the device created greater turbulence and swirl, which promoted better suspension of fuel molecules. The advertisers said several product reviews carried out by motoring magazines substantiated the claim. They pointed out that many reviews stated that fitting the device resulted in improvements in throttle response, acceleration and smoothness of drive.
The Authority took expert advice. It understood that, if the device was fitted according to the advertisers instructions, the device would allow an air bleed into the intake manifold to occur only when the throttle was closed as the car was slowed by the engine (overrun conditions) and at idle. The Authority further understood that modern cars adjusted the air-fuel mix automatically and would compensate for any changes made to that mixture by the insertion of an air-bleed device. It understood that, even if the evidence had shown that the product was effective on older, carburetted cars, it would not have demonstrated that the same device would be effective on modern cars. It understood that, in most fuel injected cars, if the car was overrunning, the fuel supply to the engine would be cut off. The Authority understood that the device was unlikely to have a great effect on engine performance. The Authority noted, moreover, the patent was filed in 1998. It noted the advertisers had not substantiated that the patented device was identical to the one tested in 1993. It further noted the device had undergone some design changes, but the advertisers did not provide more recent tests to show its efficacy. It concluded that the advertisers had not substantiated the claim and told them to remove it.
2. Complaint upheld
The advertisers said the claims were substantiated by the reports and reviews they had submitted. The Authority noted some of the tests reported an improvement in fuel economy. It took expert advice. The Authority understood that the test, performed in 1993 by the Warren Spring laboratory, seemed to be a draft report and did not have an authorised signature. It also understood that an error in the test process meant that the results of only one car were accurate and that the tests had not been run again, contrary to general practice. The Authority understood that the test cars had very high and variable emissions and that the report stated that further testing would be necessary to establish whether cars with lower emissions to start with would also benefit from using the device. It understood that the fuel consumption was not measured directly but was calculated from the emissions readings. It understood that, in two tests, performed in 1993 and 1998, by a garage, the testing was carried out over a very short distance and the method of measuring the distance was not always accurate. It understood, moreover, that the 1998 tests were performed on cars that had high mileage and that the results could not therefore be assumed to be valid for cars with lower mileage.
The Authority understood that, because not enough repeated testing was carried out in the government laboratory report, the garage tests or the tests run by motoring magazines, the data from those tests was insufficient to prove that there was a statistically significant improvement in fuel economy if the advertisers product was used. It considered, moreover, that the advertisers had not shown that the product currently sold was identical to the device tested or that it could work on newer cars. The Authority concluded that the advertisers had not substantiated the claim and told them to remove it.
3. Complaint upheld
The advertisers said the claim was substantiated by the reports and reviews they had submitted. The Authority noted one of the garage tests reported a reduction in carbon monoxide emissions and the Warren Spring report reported reduced emissions of several components of car exhaust. The Authority noted the Warren Spring report stated that further testing would be necessary to establish whether cars with lower emissions to start with would also benefit from using the device. The Authority took expert advice. It understood that the methodology of the tests and product reviews meant that the results were not statistically significant. It considered, moreover, that the advertisers had not shown that the product currently sold was identical to the device tested or that it could work on newer cars. The Authority concluded that the evidence did not substantiate the claim and told the advertisers to remove it.
4. Not upheld
The advertisers said the design of the product had last been modified just under a year before the advertisement was published. They sent dated engineers drawings of the changes. Because modifications were made to the product less than a year before the advertisement appeared, the Authority considered that the advertisers had justified the claim.
The Authority advised the advertisers to consult the CAP Copy Advice team for help with preparing future advertisements.