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Guide sets out how to comply with ASA ex-fleet cars ruling

A new guide on best practice for the advertising of ex-daily rental and ex-fleet vehicles has been published by the Independent Motor Dealers Association in association with the Advertising Standards Authority.

Used cars

The guide has been developed to provide a best practice approach on the ASA guidelines

Last autumn saw the ASA cause controversy when it ruled that adverts for two Alfa Romeo Giuliettas, bought by dealer group Glyn Hopkin from Fiat Chrysler Automobiles UK (FCA), and sold online via the carmaker’s used vehicle site, were misleading as they said the vehicles had one previous owner but did not highlight that they were ex-fleet vehicles – a move that one industry expert has said that the ruling could create a two-tier used car market.

Since then, the Vehicle Remarketing Association has warned that there’s a lot of disinformation around and started work on developing best practice guidelines for remarketing ex-fleet vehicles.

Now, the IMDA has developed a new six-page document with the help and support of the ASA. The guide is aimed at helping dealers to understand the current best practice, not only when advertising ex-fleet and ex-daily rental vehicles but also by providing a complete overview about vehicle advertising in general terms.

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Natalie Middleton

Natalie has worked as a fleet journalist for 16 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.