Car adverts lack adequate vehicle safety information

Car advertisements in New Zealand lack safety information, according to research just published by public health researchers at the University of Otago, Wellington.

"We analysed 514 car advertisements in 'Metro' and 'North and South' magazines over a five year period, and found that safety information was relatively uncommon," says lead researcher Dr Nick Wilson.

"Only 27% of the ads mentioned one or more of nine key safety features, and even in that 27%, on average less than two safety features were mentioned. Manufacturers' websites, however, do include more safety data."

In contrast, the researchers found 39% of the car advertisements included potentially hazardous information, which breached the spirit if not the letter of the voluntary New Zealand code for motor vehicle advertising. Hazardous speed imagery featured in 29% of the ads, and power references in 14%, and these features have become much more common over the last five years.

One of the other authors, Dr George Thomson, points out that specific acceleration statistics, such as 0-100km/h in 6.3 seconds, are a breach of codes used in other countries such as Australia.

The study raises serious questions, from a safety perspective, about the control of vehicle advertising in New Zealand. It says there are a number of safety features which could be given far more emphasis in adverts, but are often ignored.

These are features such as electronic stability control (in 17.3% of ads), anti-lock brakes (10.7% of ads), air-bags (13.8%), pre-crash systems (4.1%), head restraints (2.1%), roll over protection (0.4%), seat belt pre-tensioners (0.4%), and child safety issues (0.2%).

Dr Wilson says it is interesting to note that only 5.6% of ads referred to the overall safety ratings for the vehicle being marketed, which makes it difficult for the public to assess safety when purchasing. In addition, most of the vehicles which do have a safety rating measured much the same, with four stars, making it difficult for the public to compare differences and to encourage manufacturers to improve safety.

"The low percentage of ads which detail safety ratings also means the issue is more likely to be buried in people's minds, when buying a vehicle", says Dr Thomson.

The study suggests the public needs much better and more detailed information on safety, and the industry is failing to supply this through advertising. The researchers conclude there is a case for greater regulation of vehicle advertising to improve public health, through greater emphasis on vehicle safety features in both photographs and text. They also say that hazardous content, such as speed imagery, should be restricted.

"It's logical that controls over car advertising could create an improvement in public health through fewer injuries and crashes, and a reinforcement of government road safety campaigns, rather than these being undermined by messages in car adverts," says Dr Thomson.

Internationally it's been shown that voluntary agreements to control harmful public health impacts from advertising, such as with tobacco advertising before it was banned, are far less effective than regulation he says.

This study was published in the international journal "Injury Prevention".