UK advertising regulator ASA has banned electronic car Advertisements from Hyundai and Toyota exaggerate charging speeds and ‘mislead’ consumers about the availability of fast chargers in the UK.
Advertisements for the Hyundai Ioniq 5 include digital billboards in London’s Piccadilly Circus. It features “charging from 10% to 80% in 18 minutes using a 350kW charger”.
The complainant questioned whether this claim could be substantiated and said it was misleading.
The Toyota BZ4X is advertised as fast-charging to an 80 percent charge in about 30 minutes.
The complainant also contests this statement.
The ASA upheld both charges — the first time it has banned ads targeting EV claims.
It also instructed Hyundai and Toyota not to mislead motorists about battery charging times going forward.
real world factors
In its response to Hyundai’s ad, the ASA said that various real-world factors, such as ambient temperature and battery age, can affect how long it takes to charge to 80 percent.
The company said it “expects Hyundai to qualify charging claims and explain the conditions under which these figures were achieved and that they may not reflect actual consumer experience”.
The ASA also noted that there is a limited supply of the 350kW ultra-fast chargers that can give the high-tech Hyundai Ioniq 5 an 18-minute charge.
In April 2022, there are only 37 350kW chargers in the UK, six in the Republic of Ireland, “a limited number in Wales and Scotland and none in Northern Ireland”.
In its response to Toyota, the ASA questioned whether the average consumer would be aware of the speed or availability of a 150kW charger compared to other EV chargers.
It is claimed that Toyota’s campaign will give the average consumer the impression that it is relatively simple to use 150kW chargers in public places across the UK.
Given that the availability of 150kW chargers varies across the UK (none in Northern Ireland), Toyota’s qualifier “fast charge rating may vary by location” is not sufficient.
ASA instructs Hyundai and Toyota not to mislead about battery charge times in advertisements.
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