Motoring ads misleading, Car survey finds

The magazine's investigation found that advertisements frequently contravene the guidelines set by the Advertising Standards Authority. They do so by offering appealing terms to purchase a new vehicle, but fail to mention the high deposit needed, the residual value once payments are completed, and the limitations in terms of the vehicle's warranty. Furthermore, pictures of the vehicle frequently depict a higher spec model than the one the offer applies to. These truths only come to light when prospective buyers visit the showroom.

"It would seem advertisers believe the 'terms and conditions apply' disclaimer gives them the right to say whatever they like in advertisements... It is clear advertisers are generally not really interested in telling the truth, just in getting you on the other side of the desk," the report states.

But consumers are wising up. According to a survey of its readers, half the magazine's respondents said they looked for the catch when reading ads such as these, while 45% said they would ignore any ad with this disclaimer and 75% said they had never responded to an ad where the advertised cost corresponded exactly to the offer. Of those who did go into a showroom to find out more, a significant percentage said a salesperson tried to 'strong-arm' them into spending more than they'd budgeted.

The report appears in Car's April issue, in a new series entitled Poll Position, which examines consumer-related motoring issues and provides motorists with a forum for their views.