Hello,
I've just seen your latest advert for your new Mitsubishi Outlander PHEV on the telly, and I'm slightly confused by one aspect of it.
Being a hybrid electric car, I'd have thought that promoting it as a new, exciting, technology, which is changing the way cars are perceived would be the way to go, and that's how the advert starts... but then, towards the end, the advert says that "paying road tax is a thing of the past".
Road tax was abolished in 1937 - not something I would feel was something to shout about if I was talking about a new vehicle I'd made. Surely if you need to fill a bit of space in the advert there's other stuff you could mention - cup holders, or legroom, for example? Just a thought... ;)
Regards,
Dave
Dear Dave,
Thank you for your website enquiry and comments.
Thank you for your website enquiry and comments.
Whilst ‘Road Tax’ is no longer the official name it a very common alternative name for VED and, as such, we believe its use is justified.
Yours sincerely,
Nadine
Perhaps the reason it's a "common alternative name" is because Mitsubishi and others like them keep using the term incorrectly... and no, they didn't tell me how many cupholders or how much legroom the vehicle has! I've sent the following response:
Hi Nadine,
Thanks for your reply.
“Road tax” may well be a common alternative name for VED among the uninitiated, but that’s only because people and companies such as Mitsubishi (who really should know better), insist on using the term incorrectly. You might as well argue that you can stick apostrophes anywhere you like, because greengrocers commonly advertise “potatoe’s” and “carrot’s” on boards outside their establishments. Just because something is common doesn't make it right.
”Road tax” is also an extremely contentious term - I’m sure you’ve heard of occasions where motorists have had a case of road rage, exclaiming “I pay road tax, you don’t!” to cyclists or pedestrians (many of whom also drive motor vehicles) - if you haven’t, there’s a typical example in a YouTube clip, here. It’s definitely worth watching. There are other examples, but this simple clip demonstrates the point without being graphic.
I’d suggest that “car tax” or “vehicle tax” are just as easily understood as “road tax”, and much more accurate too. It may seem a minor point, but there is a very important distinction between the two terms.
”Road tax” is also an extremely contentious term - I’m sure you’ve heard of occasions where motorists have had a case of road rage, exclaiming “I pay road tax, you don’t!” to cyclists or pedestrians (many of whom also drive motor vehicles) - if you haven’t, there’s a typical example in a YouTube clip, here. It’s definitely worth watching. There are other examples, but this simple clip demonstrates the point without being graphic.
I’d suggest that “car tax” or “vehicle tax” are just as easily understood as “road tax”, and much more accurate too. It may seem a minor point, but there is a very important distinction between the two terms.
Regards,
Dave
I know this reply is uncharacteristically serious, but this has irked me!
-- UPDATE --
Today I received the following reply:
Dear Dave,
Thank you for your email.
As part of the development of new advertising campaigns, a rigorous process of ensuring that our communications are clear and understandable to our target audience is undertaken.
The views and approval from four key authorities are sought:
1. The legal advisory team at the Institute of Practitioners in Advertising (IPA)
2. The Advertising Standards Authority (ASA)
3. The Copy Advice Team at the Committee of Advertising Practice (CAP)
4. Clearcast (the body responsible for clearing copy before a commercial can be aired on TV).
Their collective view is that the phrase 'Road Tax' is a more commonly used phrase than 'Vehicle Excise Duty' and would therefore be better understood by the widest audience. As a consequence this advice has been followed in the development of the advertising copy for the launch of the new Mitsubishi Outlander PHEV.
Kind regards,
Nadine
This is clearly a cut & paste job, so I'm not the only bod to have picked them up on this (there's an interesting website, ipayroadtax.com, who have also been in touch with them about this advert). It's also clear that there's little chance of any acknowledgement being received from Mitsubishi about the terms "car tax" or "vehicle tax" being easily understood by the general public, and being more accurate terms too, so I've sent this reply which, I hope, will at least get some agreement from them.
Hello Nadine,
Many thanks for your reply.
I’d suggest the ASA (and the other organisations you contacted), are probably not particularly well informed when it comes to the issue of what VED should otherwise be referred to (although it’s interesting to note that they have used the term “car tax” on their website in the past). This is a shame, because the ASA claim to ensure advertisements are “legal, decent, honest, and truthful”.
I’m not suggesting Mitsubishi are intentionally trying to mislead the public (you’re correct, after all - as I mentioned previously, road tax is a thing of the past, having been abolished almost 80 years ago), but the term “car tax” is arguably just as well understood by the general public, and actually reflects what the tax is for.
Incidentally, if Mitsubishi are using the term “road tax” simply because it’s more easily understood than Vehicle Excise Duty, then why refer to “Government Road Fund Licence” in the small print at the bottom of your website? it’s unnecessarily wordy, and like “road tax”, incorrect!
I’m clearly not expecting you to change your advert now that it’s been released - I’m simply asking that you consider using the more accurate “car tax” or “vehicle tax” in future campaigns. “Road Tax” is a contentious term for the reasons I touched upon in my earlier email, and it would be a shame if an otherwise forward-thinking company like Mitsubishi alienated a large section of society by insisting on clinging onto an outdated and inaccurate concept.
“Road Tax” is a thing of the past… please, let’s keep it there!
Regards,
Dave
I know this reply is uncharacteristically serious, but this has irked me!
-- UPDATE --
Today I received the following reply:
Dear Dave,
Thank you for your email.
As part of the development of new advertising campaigns, a rigorous process of ensuring that our communications are clear and understandable to our target audience is undertaken.
The views and approval from four key authorities are sought:
1. The legal advisory team at the Institute of Practitioners in Advertising (IPA)
2. The Advertising Standards Authority (ASA)
3. The Copy Advice Team at the Committee of Advertising Practice (CAP)
4. Clearcast (the body responsible for clearing copy before a commercial can be aired on TV).
Their collective view is that the phrase 'Road Tax' is a more commonly used phrase than 'Vehicle Excise Duty' and would therefore be better understood by the widest audience. As a consequence this advice has been followed in the development of the advertising copy for the launch of the new Mitsubishi Outlander PHEV.
Kind regards,
Nadine
This is clearly a cut & paste job, so I'm not the only bod to have picked them up on this (there's an interesting website, ipayroadtax.com, who have also been in touch with them about this advert). It's also clear that there's little chance of any acknowledgement being received from Mitsubishi about the terms "car tax" or "vehicle tax" being easily understood by the general public, and being more accurate terms too, so I've sent this reply which, I hope, will at least get some agreement from them.
Hello Nadine,
Many thanks for your reply.
I’d suggest the ASA (and the other organisations you contacted), are probably not particularly well informed when it comes to the issue of what VED should otherwise be referred to (although it’s interesting to note that they have used the term “car tax” on their website in the past). This is a shame, because the ASA claim to ensure advertisements are “legal, decent, honest, and truthful”.
I’m not suggesting Mitsubishi are intentionally trying to mislead the public (you’re correct, after all - as I mentioned previously, road tax is a thing of the past, having been abolished almost 80 years ago), but the term “car tax” is arguably just as well understood by the general public, and actually reflects what the tax is for.
Incidentally, if Mitsubishi are using the term “road tax” simply because it’s more easily understood than Vehicle Excise Duty, then why refer to “Government Road Fund Licence” in the small print at the bottom of your website? it’s unnecessarily wordy, and like “road tax”, incorrect!
I’m clearly not expecting you to change your advert now that it’s been released - I’m simply asking that you consider using the more accurate “car tax” or “vehicle tax” in future campaigns. “Road Tax” is a contentious term for the reasons I touched upon in my earlier email, and it would be a shame if an otherwise forward-thinking company like Mitsubishi alienated a large section of society by insisting on clinging onto an outdated and inaccurate concept.
“Road Tax” is a thing of the past… please, let’s keep it there!
Regards,
Dave
