EU mulls mandatory CO2 ads for cars

Much to the displeasure of media corporations, car advertisers could be forced to include “tobacco-style” warnings relating to the fuel consumption and CO2 emissions of new vehicles in all their promotional campaigns as the Commission looks to revise rules on car labelling.

The EU executive launched a two-month consultation yesterday (2 June) to sound out public opinion on whether additional data should be made available to consumers in order for them to make a more informed choice when buying a new car. 

Carmakers have often argued that the current low demand for environmentally friendly cars is due to the lack of consumer awareness of the impact they have on the global climate as drivers. While they are willing to pay more for factors such as comfort and speed, they are not yet ready to fork out the extra cash to reduce their carbon footprints. 

But cars already account for some 12% of overall EU emissions of carbon dioxide and the Commission wants to reduce this figure. Last year, it presented draft legislation aimed at cutting CO2 from cars from current levels of roughly 160g/km to 130g/km by 2012. While the main tool for achieving this goal is to be technological improvements to the vehicle, other instruments, including a review of labelling rules, are being considered to influence consumer behaviour. 

Current legislation already requires distributors to inform their customers of fuel consumption and CO2 emission data at all points of sale and in printed promotional literature, such as posters and newspaper and magazine ads. But the Commission is investigating whether similar requirements should also be set for television, radio and internet advertising. An A (“best”) to G (“worst”) ranking scheme could also be introduced. 

Last year, the European Parliament backed a report by Liberal Democrat MEP Chris Davies, which called for the use of tobacco-style environmental warnings whereby a minimum of 20% of any car advertising, marketing or promotional space would have to be dedicated to this type of information (EURACTIV 25/10/07).

But media corporations have reacted with fury to this kind of proposal, which could cause a serious blow to one of their most lucrative sources of revenue. The automobile sector represents roughly 9% of TV and 15% of radio advertising revenues across the EU, although in some countries, the figures are much higher. 

In a press release issued last week, the European Publishers Council (EPC) accused the Commission of “threatening free competition and journalism” with its plans. It further pointed to the media’s key role in informing and educating citizens about climate change and what they can do to fight it. “Imposing the kind of restrictions that are under discussion would simply be counter-productive. An independent, free media cannot survive to inform and educate if it is not adequately funded,” said EPC Chairman Francisco Pinto Balsemão. 

Interested stakeholders have until 28 July to respond to the consultation and a draft proposal is expected to be presented to the College of Commissioners in the autumn.

Last week, the Commission also launched a joint campaign entitled “Save more than fuel“, in collaboration with oil companies. The aim of the awareness campaign is to provide consumers at petrol and service stations with simple tips on how to save fuel and emit less CO2 when driving. 

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