The advertisement allegedly encourages off-road driving.
The UK’s Advertising Standards Authority has said Toyota’s new advert breaches environmental social responsibility rules.
The Toyota Hilux attracts fans with its practicality, ruggedness and ability to tackle almost any terrain. However, the vehicle’s off-road capabilities did not sit well with the UK’s advertising regulator, which ruled that the campaign, which showcased the truck’s off-road capabilities, encouraged drivers to go off-road at the expense of the environment. According to carscoops, this was the first time the Advertising Standards Authority has blocked an ad for such a reason.
Two 2020 materials are mentioned. The first video was shown on social networks. It contains several Hiluxes driving along the river bed. The video compared them to a herd of wild animals, and the voice-over said that we were watching “one of the true wonders of nature.” The second ad banned is a poster showing Toyota SUVs with the caption “Born to Roam.”
Precedent: This Toyota SUV ad was banned for the first time due to potential environmental damage
In its defence, Toyota said the Hilux was “designed for the toughest conditions” and that in some industries, such as agriculture and forestry, there was a real need for the off-road capability shown in the adverts. The statement also said that the footage was filmed in Slovenia on private land with the owner’s permission and that the brand’s efforts to go green since 1997 have proven how committed it is to caring for the planet.
The ASA ruled that the advertising “justifies the use of vehicles without regard for their impact on nature and the environment.”
