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The Complaints Committee of the Advertising Standards Authority for Ireland (ASAI) has upheld complaints received in respect of the well-known Toyota slogan: ‘the best built cars in the world’.In making the finding, the Committee considered the quality of the manufacturing process used by Toyota and the various awards that their cars have achieved. The Committee also considered an expert’s view that the claim had been substantiated in relation to the ‘best built mass produ...
The Complaints Committee of the Advertising Standards Authority for Ireland (ASAI) has upheld complaints received in respect of the well-known Toyota slogan: ‘the best built cars in the world’.
In making the finding, the Committee considered the quality of the manufacturing process used by Toyota and the various awards that their cars have achieved. The Committee also considered an expert’s view that the claim had been substantiated in relation to the ‘best built mass produced cars in the world’.
The Committee gave particular attention to the superlative nature of the claim and indicated that it was difficult to envisage the circumstances in which a claim of this magnitude could ever be fully proven. The Committee also noted that no independent tests evaluating all car brands available in the world had been submitted.
On the basis that the claim was not substantiated, the complaint was upheld by reason of failing to comply with the ASAI Code. Toyota is precluded from using the claim again.
Read more about ASAI complaints and determinations here.
Author: Lyn McCarthy