FRIDAY, 7 AUGUST 2009
Advertising watchdog condemns wrongful use of Volvo logo
The Advertising Standards Authority (ASA) in the United Kingdom this week upheld a complaint brought by an authorised dealer in Volvo cars against part of an advertisement for Mount Automotive Solutions, an unauthorised Volvo car dealership. The advertisement to which objection was raised included the Volvo logo and stated
"Volvo Value ... ANY MODEL OF NEW/USED VOLVO SUPPLIED ... Mount Automotive Solutions. The Volvo Centre ...". This advertisement, said the ASA, breached rules 3.1 (substantiation), 7.1 (truthfulness) and 14.7 (testimonials and endorsements) of the Code of Advertising Practice.
Mount Automotive claimed that the Volvo trade mark had been used following an advertising agency mistake, which was accepted by the agency and explained in a letter to Volvo UK Ltd. Said the ASA, even if the advertising agency admitted its responsibilit, use of the logo in the advertisement could lead readers to believe that Mount Automotive was an authorised Volvo dealer.
Posted by: Jeremy Phillips @ 08.51
Tags: Use of trade mark in advertisement,