If it is for the European Parliament, there's and end to the fun in car advertising. Their plans include forbidding to advertise fun in driving as well as reserving as much as 20 percent for figuring co2-emissions. And the media faces the threat of the industry's withdrawal from advertising.
Is driving as dangerous as smoking? One might get this impression, should the postulations of the European Parliament be implemented. This means that 20 percent of advertising space and time in magazines, on the internet, radio and tv would be reserved for legal warning notices: Caution! Maneuvering this vehicle will account for climate change with 163 grams of carbon dioxide per kilometer! This driving pleasure consumes 6.8 liters of fuel per 100 kilometers!
This basically is disposession, says Volker Nickel of the advertising industry. His reasoning: compulsory levies would be paid with the money of those companies that advertise in the media. This way, the Eurpean Parliament would misuse said advertising to promote their politicial and educational policies. ?There already are threats by the carmakers to retire from classical advertising and replace it by other means.
Freedom of advertising and press under threat
As car advertising financially comes second right after current food offerings, it's not only the freedom of advertising, but also the freedom of press that is under threat, says Nickel: ?The variety in German media is procured by money from advertising.? His boss, Michael Kern, even takes it further. He calls the postulations from Brussels a ?neosocialistic test arrangement? from ?EU-Babylon?, against which the advertising industry would have to defend itself by means of increased lobbying. In his view, the lukewarm policy of appeasement of large companies is a problem, as the special interest magazine ?Werben & Verkaufen? reports.
Voluntary abdication of feelings
Apart from the mentioned 20 percent obligation, European Parliament has yet another idea. The creative heads of the agencies are to accept a voluntary codex of behavior. Agressive and dynamic feelings in word and vision shall vanish. Advertisements such as the current BMW one could soon be a no-no. Too much action, too much fun. ?Restricting the statement of the advert would lead to the agencies to develop extraordinarily creative approaches.?, says Frank Zimmer, boss of ?Werben & Verkaufen?. In other words: possible bans can be bypassed by clever advertising. Zimmer therefore doesn't believe in the success of such restrictions.
Good conduct in terms of Brussels
Above all, Volker Nickel asks, ?what's the use of it all?? A good as complex as a car is not to be sold solely by advertising. Many other factors are involved, ranging from the conversation in the showroom to the chat with the next door neighbor. Most of all, Nickel sees one specific thing in the postualtions of the European Parliament: a new attempt to dictate citizens how to live. ?Behave the way we want and think fit? seems to be the hidden, yet clear message.
?Large and clear?
All protesting of the advertising industry aside, there are supporters of the intended regulation. Rebecca Harms represents the Green Party in the European Parliament and can not understand what the fuss is about [editorial note: c*nt!!!]. There can be discussion whether it has to be 20 percent, but she emphasizes ?that the information for the consumer needs to be large and clearly visible.? The economy of the car is not only a question of climate protection. It's gaining relevance in a social point of view as well. For a growing number of people, an economical car is the precondition for securing their mobility and their job. Therefore, labeling the fuel consumption on a much larger scale than the fine print is badly mandatory. ?To call that an attack on the freedom of advertising is absurd!?, says Harms.
Otmar Lell, speaker for the sustainability and traffic of the federation of consumer advice centers, basically agrees to enlarge fuel consumption and co2-emission figures. ?It doesn't have to be as prominent as for tabacco.? At the same time, he warns about suggesting that ?the problem can be mastered by measures in advertising.? Additionally, the actual problem for many is the rising oil price.
