Via the
Globe and Mail...
Canada's advertising industry's self-regulating body has decreed that ads showing reckless driving are not acceptable.
(from an Audi A6 ad)
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The Guideline was developed to help ensure that motor vehicle advertisements are created to comply with the spirit of Canadian road safety laws. - source
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The body's goal was to...
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... establish guidelines aimed at prohibiting any advertisement that portrays a road vehicle and conveys a careless attitude with respect to road safety by presenting situations that encourage reckless, dangerous or prohibited practices or behaviour.
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Part of the actual guideline:
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4.1 When evaluating complaints about advertising involving depictions of motorized vehicles that allegedly contravene Clause 10 (Safety), Council will take into account the following questions:
- Does the depiction of the performance, power or acceleration of the vehicle convey the impression that it is acceptable to exceed speed limits?
- Does the depiction of a vehicle’s handling ability involve potentially unsafe actions such as cutting in and out of traffic, excessively aggressive driving, or car chases in a residential setting?
- Does the depiction appear realistic or does it appear to be unreal, as in a fantasy-like scenario that is unlikely to be copied or emulated in real life?
- Would it be reasonable to interpret the depicted situation as condoning or encouraging unsafe driving practices?
more...
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