SUV ads were pulled in a landmark UK ruling

An advert for Toyota’s Hilux SUV has been banned by the UK’s advertising watchdog for promoting driving that disregards its impacts on the environment. 

The advert showed dozens of Toyota SUVs driving as a pack through off-road terrain, including rivers. In a first of its kind ruling, the Advertising Standards Authority (ASA) ruled that the ad “had not been prepared with a sense of responsibility to society”.   

UK campaign groups Adfree Cities and Badvertising led the complaint against Toyota’s adverts. 

“These adverts epitomise Toyota’s total disregard for nature and the climate,” said Veronica Wignall, co-director at Adfree Cities. “More and more SUVs are being sold on a false promise of rugged adventure, exploiting imagery of the natural world. In reality, SUVs are harming nature, polluting our air, clogging up our cities and causing tragic loss of life.” 

She added: “This ruling is welcome but regulation of SUV adverts is not enough; the promotion of SUVs should be terminated altogether.”

A spokesperson for Toyota said the firm “does not condone behaviour that is harmful to the environment”, claiming it has been “one of the leaders in the automotive field in terms of carbon emissions reduction”. It added that some people, such as farmers, have a need for off-road vehicles.

Image: Christina Telep