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Tata's Jaguar Land Rover Ad Banned For Promoting Unsafe Hands-Free Technology
Jaguar Land Rover (JLR) was directed to ensure that future advertising did not encourage the use of multiple apps and a phone at the same time.
Tata Motors-owned luxury brand Jaguar was today admonished by the UK's advertising watchdog for an "irresponsible" advertisement.
The advertorial for Jaguar Land Rover (JLR) described new in-car features such as smartphone integrated apps and wi-fi connectivity permitting the driver to "organise your next meeting and stay in touch with colleagues and family on the move".
The UK's Advertising Standards Authority (ASA) ruled, "The advertorial featured the headline claim that 'drive time is no longer downtime'. We considered readers would interpret this to mean that drivers could now perform various other tasks while driving,"
While the ASA admitted that many new car models are equipped with smart technology intended for hands-free usage, it noted that the UK's Highway Code states that the use of hands-free kit can be a diversion and that drivers should stop to make or take calls.
JLR was directed to ensure that future advertisement did not encourage the use of multiple apps and a phone at the same time.
JLR said it was "disappointed" with the ruling and emphasised that their technology was designed for driving safety on the roads.
"For all of the connected car technologies we offer our customers, we will always offer what is safe to do while driving. The hands-free technology in the Jaguar XE has been developed and tested to allow users to put their phone safely and legally away, and give priority to focus on the driving experience," a JLR spokesperson said.
The advertisement in question had been published in 'The Guardian' newspaper in September 2016 and showcased how a driver of a Jaguar XE could listen to music, organise a meeting and stay in touch with colleagues and family while driving.
Guardian News and Media said it believed the advertorial did not condone or encourage unsafe or negligent driving but placed an importance on safety.
Safety of driver and of passengers are of utmost importance. DriveSpark encourages safety over speed. Jaguar is known for their performance as well as safety features. Below is an extensive gallery of the Jaguar's first SUV the F-Type, click to view.
