The Australian Advertising Standards Authority (AASA) is taking the position that advertising campaigns for car wrap are not effective, despite a recent report finding that the technology has been used successfully in some of Australia’s most prominent retail brands.
Advertisers across Australia have been forced to scrap car wraps as a way of reducing the number of complaints they receive and improving their image.
“I think the Australian consumer has got a lot of confidence in the car wrap,” ABC TV presenter Gary Morgan said on air on Thursday.
“There’s been a lot more trust in these products, and that’s what we’re trying to tap into in the ads.”
A car wrap ad is an advert that is intended to convince people of a product or service.
It’s usually a single line of text that’s used to convey a message.
The word ‘car wrap’ is also used to indicate the car, a colour, or some other object in the ad.
In the car wraps case, ABC News found that a company called Car Wrap Australia has a registered trademark for ‘car wraps’ and is also using the term to sell car wraps in some local areas of Australia.
However, the AASA found that Car Wrap is not a recognised brand in Australia.
“It’s an indication that we’re not an authorised company,” ABC News advertising expert David Ralston said.
“If it’s in the local newspaper, that’s a good indication.”
He said the use of the word ‘automobile’ was not a good sign.
“What you’re doing is taking a word that’s not recognised, that may have an association with a vehicle, and using it to sell a product that’s probably not recognised by the AAT,” Mr Ralton said.
The AASB found that the use a car wrap in the advertising was a violation of advertising rules because it is a direct advertisement.
“The only way to make sure that that doesn’t happen is to remove it from the advertisement,” Mr Morgan said.
He said if the car was to be seen on the street, the advert should not be taken out of context.
“A car is a vehicle,” he said.
“If it was in a car, then I wouldn’t say it’s a car.
I’d say it would be a motorbike.”
The AAT’s Advertising Rules Committee will decide this week whether to take action against Car Wrap, which will be reviewed on December 3.