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NEWS
Mitsubishi cleared by Advertising Standards Bureau
ASX commercial draws the ire of concerned citizens, but ASB rejects complaintsThe Advertising Standards Bureau has dismissed a complaint levelled against Mitsubishi for a TV commercial featuring the ASX SUV.
According to the ASB's findings, Mitsubishi ASX drivers are not driving dangerously if they use the car’s reversing camera to back up a laneway, or if they come to a stop so a female pedestrian can cross the road. And it’s also okay to attach a pushbike to the car’s roof without exhibiting poor cycling behaviour, or creating and celebrating dangerous driving and cycling.
A complaint submitted to the ASB was considered by the board on October 9 this year, and subsequently dismissed.
The commercial was described in the following manner: “A man is shown driving his Mitsubishi around a city environment with his bicycle secured to the roof of the vehicle. We see him using his reversing camera to reverse up a lane, and then stopping to allow a female pedestrian to cross the road.”
The board considered claims that the advertisement “encourages negative driving behaviour” as well as “excessive dangerous speeding, reversing recklessly and nearly running into a pedestrian.”
In its own defence, Mitsubishi said the commercial complies with all road rules and regulations and that, at “no time during the television commercial is the driver displaying any unsafe or reckless behaviour.”
It said that in the commercial the vehicle “is always under control and never exceeds the speed limit.” It also noted that, when changing lanes, the indicators are used.
As to reversing recklessly, the defence said “When reversing the vehicle’s driver utilises the reversing camera – which in itself supplies greater safety than normal reversing techniques.”
And as for nearly running into pedestrians, “Significant distance is maintained between the pedestrian and vehicle. The vehicle approaches the pedestrian at a minor speed and comes to a complete halt.”
In its findings, the ASB said it did not consider the commercial depicted a vehicle reversing in a reckless manner, nor that it depicted reckless or unsafe driving.
Considering the claim it exhibited poor cycling behaviour, or creating and celebrating dangerous driving and cycling, the board noted that the bicycle was indeed strapped to the roof and was not being ridden.
The board’s finding was that “the advertisement does not depict or encourage poor cycling behaviour.”
However the ASB board noted that “The depiction of the bike strapped to the roof of the vehicle could be interpreted as a cheeky reference to delivery cyclists driving rather than cycling or that the Mitsubishi driver would rather drive his car than his bike.”
Maybe that depends on the weather...
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