UK Bans Toyota SUV Ads for Eco-Impact

The ASA took action against two Toyota ads from a 2020 campaign. The first, a video ad, shows a fleet of Toyota Hilux cars driving across off-road terrains, including a river, followed by a voiceover proudly stating, “Toyota Hilux. Born to roam.” The second, a poster, depicts two Hilux SUVs leading a swarm of others through a rocky landscape, creating a cloud of dust. These advertisements sparked controversy for their glorification of driving in sensitive natural environments.

The complaint against these ads was filed by Adfree Cities in collaboration with the campaign group Badvertising. They argued that these ads promote behavior harmful to the environment and pushed for an end to advertising high-carbon products and services.

The ASA’s decision emphasizes that the ads did not display “a sense of responsibility to society” in their environmental portrayal. Veronica Wignall from Adfree Cities criticized Toyota for using nature as a backdrop to promote environmentally damaging products. She highlighted the irony of SUVs being marketed for rugged outdoor use while they are predominantly driven in urban areas.

Research supports this claim, showing that three-quarters of new SUVs in the UK are registered in urban settings. This trend is in stark contrast to the adventurous, nature-conquering image portrayed in the ads.

Wignall called for more robust governmental action, akin to a tobacco-style ban, to curb high-carbon advertising. Toyota defended the Hilux campaign, stating the vehicle’s design caters to those needing robust transportation in harsh terrains, such as in farming and forestry.

This ruling is a wake-up call in the automotive industry, emphasizing the urgent need for responsible advertising that aligns with environmental sustainability goals. It also marks a pivotal moment in the dialogue around environmental stewardship and corporate responsibility, challenging companies to rethink how they market products in an increasingly eco-conscious world.

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