BMW forced to put the brakes on advertising the ActiveE electric car

The Advertising Standards Authority (ASA) has ruled that a press ad for BMW’s Concept ActiveE electric vehicle that boasted zero percent emissions is misleading.

The ad, which claims that the model offer “electrifying performance and zero CO2 emissions when driving” violated advertising rules related to the substantiation and environmental claims. BMW asserts that the car produces
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dumpsty - 8/2/2010 11:30:01 AM

+1 Boost

In all fairness, BMW stated that the ActiveE concept produces "...zero CO2 emissions when driving...", which to me is the literal truth.

WHEN DRIVING, the concept has no emissions output. But when CHARGING, however, electricity it needs to re-charge is produced by some emissions-producing process. The ad could have simply read, "zero CO2 emissions". But they chose to add "when driving" to make it factually correct.