Mercedes rapped by ASA

Advertising Standards Authority upholds complaint against Merc parts ad on grounds of 'truthfulness'.

Published:  16 March, 2011

AN aftermarket firm has made a complaint about an advertisement in a trade magazine.

The ad showed a front wing of a car against measurement lines on a wall. The text stated: "A Mercedes-Benz copy part may be used as evidence against you. Did you know that under current corporate legislation, fitting a copy part that later fails to perform as required in a collision could have significant consequences?" The copy of the ad followed with a pitch for genuine Mercedes-Benz body parts, concluding with the line "Any other choice could be criminal".

OE and aftermarket body panel supplier SEL-Imperial referred the advert to the Advertising Standards Authority (ASA) on the grounds that the ad suggested parts such as the front wing had specific functions that they were required to perform in a collision. SEL complained that a large amount of research showed that these parts did not perform such functions. The firm also complained about the implication in the ad that fitting aftermarket panels could be a breach of the law.

Related Articles

  • New edition of Top Technician 

    Read Top Technician online here

  • ASA slam 'End of life Vehicles' advert 

    THE Advertising Standards Authority has ruled against a scrapyard that called itself 'End of Life breakers' ruling that using the name in the first line of an advert, the company could easily be confused with an official government body.

  • Dealer doldrums 

    FRANCHISED dealerships will have to rethink their approach to aftersales in 2012, according to an industry expert.

  • Renault to slash franchise network 

    MORE than a third of Renault dealerships are to shut their doors in the New Year as the car maker battens down the hatches for what it describes as a 'transition' year.

  • Aircon & more 

    The technical team at Valeo look at some common winter queries

Most read content


Sign Up

For the latest news and updates from Aftermarket Magazine.


Where should the next Automechanika show be held?


©DFA Media 1999-2018