Toyota Australia’s latest advertisement for its HiLux vehicle has been met with controversy as it has been found to breach several advertising standards. The Australian Standards Bureau has ordered the company to either modify the ad or pull it from the air.
The commercial, which features a man driving a HiLux through rugged terrain and performing various stunts, has been deemed to promote dangerous and irresponsible driving. This has raised concerns among viewers and has led to multiple complaints being lodged with the Australian Standards Bureau.
After reviewing the ad, the Bureau found that it breached several advertising codes, including the Code of Ethics, the Motor Vehicle Advertising Code, and the Code for Advertising to Children. The Code of Ethics states that advertising must not depict or promote unsafe or illegal behavior, while the Motor Vehicle Advertising Code prohibits advertisements from promoting reckless or dangerous driving. Furthermore, the Code for Advertising to Children states that ads must not encourage children to engage in dangerous activities.
Toyota Australia has acknowledged the findings and has stated that they will comply with the Bureau’s orders. The company has also apologized for any offense caused and has assured that they take the safety of their customers and the community seriously.
In light of this, the company has decided to modify the ad to ensure it complies with all advertising standards. This includes removing scenes that depict reckless driving and adding a disclaimer at the end of the commercial stating that the stunts were performed by professionals on a closed course.
Toyota Australia’s decision to modify the ad rather than completely pulling it from the air is a positive move. It shows their commitment to responsible advertising and their willingness to comply with industry standards. The company also recognizes the impact their advertisements can have on viewers, particularly children, and has taken steps to ensure they are not promoting dangerous behavior.
The HiLux ad has been a successful campaign for Toyota Australia, with the vehicle being one of the top-selling models in the country. However, the company understands that their success should not come at the expense of promoting unsafe driving practices.
This incident serves as a reminder for all companies to be mindful of the messages they portray in their advertisements. As a major player in the automotive industry, Toyota Australia has a responsibility to set a positive example and promote safe and responsible driving.
Furthermore, this incident also highlights the important role of advertising standards and their role in protecting consumers. The Australian Standards Bureau plays a crucial role in ensuring advertisements are ethical, responsible, and do not promote harmful behavior.
In conclusion, Toyota Australia’s decision to modify their latest HiLux ad is a responsible and positive move. It demonstrates the company’s commitment to promoting safe driving practices and complying with advertising standards. We applaud Toyota Australia’s swift action and hope that this serves as a lesson for other companies to be mindful of the impact of their advertisements. Let’s all drive safely and responsibly.
