In the beginning of the year, Volkswagen launched a commercial with the new-gen Polo, highlighting some of its driving assistance systems.
However, the TV advert haas been banned in the United Kingdom by the Advertising Standards Agency (ASA) for “encouraging irresponsible driving”, and thus being “in breach of Code rules 20.1 and 20.5”.
The first rule states that “advertisements must not condone or encourage dangerous, competitive, inconsiderate or irresponsible driving or motorcycling. Advertisements must not suggest that driving or motorcycling safely is staid or boring.”
The second alleged violation rule refers to “motoring advertisements” that “must not exaggerate the benefit of safety features to consumers or suggest that a vehicle’s features enable it to be driven or ridden faster or in complete safety”.
In response to having their ad banned by the ASA, Volkswagen issued a statement, explaining that “the car was not shown to be driven dangerously and there was nothing that condoned or encouraged dangerous, competitive, inconsiderate or irresponsible driving”. The German automaker added that “the purpose of the ad was to promote safe and responsible driving, and to highlight how the car’s Advanced Safety Systems could help drivers to manage certain hazards in safety”.
The Volkswagen Polo depicted in the banned commercial depicts a young driver, accompanied by his father, facing some hazards on the road, subsequently to showing him at various stages of his life, having accidents on bikes and other small vehicles.
In the subcompact hatchback, though, he manages to overcome all dangers thanks to the on-board driving assistance equipment, such as the Front Assist with Pedestrian Monitoring and optional Blind Spot Monitor.