Britons mystified by green car claims

When it comes to green claims by the car industry, Britons are confused and want more controls. That’s the headline from an independent survey commissioned by the NICE Car Company which also reveals that most drivers haven’t a clue how much CO2 (carbon dioxide) their car emits. And that’s despite taxes like Vehicle Excise Duty which are based on these emissions

Results show Londoners were most in tune with their car’s CO2. That’s probably because proposed congestion charge changes – which were to be CO2-based - grabbed headlines, focusing attention on costs to enter the capital. Yet even in London, 72 per cent of owners said they had little knowledge of tailpipe CO2.

On ‘green’ advertising, older people are most fazed by car makers’ claims. Eighty four per cent of over 55s said consumers were confused by statements like low carbon, compared to 71 per cent in the 16-24 age bracket.

“We’re not surprised by the results,” said Julian Wilford co-founder NICE Car Company. “Green advertising claims are a bit of a free-for-all at the moment. Add a bewildering array of manufacturers’ environmental programmes branded eco-this and blue-that and you have a cocktail for confusion. Consumers need more consistent information.”

A European Commission consultation on CO2 in car advertising ends on 28 July 2008. It follows criticism that car makers have been hiding statutory CO2 information in small print and for failing to include CO2 emissions on billboard advertisements. The consultation has asked if CO2 information needs to be clearer, for example by including a colour-coded washing-machine-style label in print adverts.

Advertising issues will also be discussed in more detail at the Low Carbon Vehicle Partnership conference on 23 July at the London Motor Show. Speakers include Rt Hon Ruth Kelly, secretary of state for transport, professor Julia King, Professor Ed Gallagher (lead author of the recent biofuels review), Kulveer Ranger (Boris Johnson’s new director of transport policy) and Sian Berry (Green Party).

Commenting on the NICE survey, the Low Carbon Vehicle Partnership’s Deputy Director Jonathan Murray said, “The results indicate that, while much has been done to raise awareness about the climate impacts of motoring, there is a need to provide information to people in the clearest and most accessible way – and to present it in terms on which they can take appropriate action.”