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Advertiser: Toyota Ireland
Medium: Online - Company Website
ASAI Code 7th Edition: 4.1, 4.4, 4.9, 4.10, 4.22
A webpage on Toyota Ireland’s website was headed “New Cars”. It featured a range of cars with a format for each as follows:
One version of the Yaris was shown as
On the Yaris webpage, various Yaris models were featured, including the Yaris Platinum, with the following text:
The complainant said that the advertised price of €22,050 for a Yaris Hybrid, which featured under the “New Cars” section of the website, was misleading as it transpired that this price related to the petrol model (non-hybrid) car. On reviewing the website, the complainant noted that the Yaris Hybrid model’s price was €27,990 In the circumstances, the complainant considered the advertising to be misleading as consumers were led to believe that the starting price for the Yaris Hybrid Model was €5,940 cheaper than it was.
The advertisers advised that they would amend the incorrect pricing on their website to ensure that the text was replaced with the heading ‘Yaris Petrol & Hybrid’, so that the starting price displayed for the petrol model was valid.
The Complaints Committee considered the detail of the complaint and the advertisers’ response, including that the presentation would be amended.
The Committee noted that the Code provides that prices should relate to the product specified. As the ‘from price’ had in this case referred to the Petrol model and not a Hybrid model as specified, the Committee concluded that it was misleading and in breach of Code Sections 4.1, 4.4 and 4.22.
As the advertising had been amended no further action was required in this case.
The Complaints Committee reminded all advertisers of the importance of ensuring that prices indicated in their advertising related to the product depicted.