4X4 commercial judged 'environmentally insensitive'

Mr Buirski, a consumer, lodged the complaint with the ASA saying that the depiction of vehicles driving at high speed on beaches and sand dunes is environmentally insensitive, especially taking into account the legislation by the Ministry of Environmental Affairs and Tourism to ban vehicles driving on beaches.

Ad agency Grey Worldwide, on behalf of the respondent, stated that permits to film the commercials were issued by local authorities. They added that they were also working on a new strategy, and that there were no further plans to use the commercials at issue.

The ASA Directorate approached the Department of Environmental Affairs and Tourism for expert opinion and were advised by the Department that a scene of a vehicle driving at high speed over a sand dune could create the impression that this is a glamorous and exhilarating activity. This is likely to encourage people to indulge in this activity on dunes in general. The Department further pointed out that the use of vehicles on many beaches is undesirable due to impact on various animals including certain bird species, marine turtles and crabs. Vehicle access to beaches may also threaten the safety of other beach users. For these reasons the impression created by these commercials is environmentally undesirable and inconsistent with national legislation prohibiting driving vehicles on beaches for recreational purposes.

In their ruling the ASA Directorate took the view that in light of the recent legislation prohibiting the use of vehicles on beaches for recreational purposes, and the opinions obtained from experts in the field, that the complaint should be upheld.