PROBLEMATIC AD: Renault SA has been taken to task for the tiny print used in a local Kadjar TV ad. Image: QuickPic
UPDATE: Renault South has responded to the ASA complaint. We've included the automaker's comments. The company said it has the same set of criteria for advertisements as all other brands, as per ASA and the NCA's requirements - which it claims it adheres to.
South Africa - Earlier in August, Wheels24 reported on a complaint lodged against Ford by the Advertising Standards Agency of SA (ASA) due to false fuel claims for its Kuga SUV.
Anther automaker has been taken to task this time due to the font size in a local TV ad.
The complainant, a 'Mr Cillie', believes the text used in a Renault Kadjar TV ad is too small and isn't visible on the screen long enough to actually read the fine print.
READ: Ford SA to pull Kuga brochure over false fuel claims - ASA
ASA reports that the commercial was shown on DSTV, channel 144, at the end of June 2016.
At the end of the commercial, a voice-over says, "The new Renault Kadjar. Dare to live” and the screen displays the price as "From only R4 999PM” in large, white lettering, whereas the information that follows is tiny in comparison and displayed for approximately three seconds.
READ: 10 things you need to know about Renault’s new Kadjar in SA
According to the ASA: "With 10% deposit l Over 72 months l 35% balloon payment l 10.35% interest rate l Retail price of R364 900 l Total cost of R482 399 l Retail price in accordance with 1 June 2016 price list. Price excludes 'on-the-road-costs'. Costs inclusive of initiation fee of R1 197 and excludes monthly service fee (R68.40) l Terms and Conditions apply l Features are model-specific and may vary l Deal is subject to credit approval terms and conditions of Renault Financial Services. A product of Wesbank. A division of First Rand Bank Limited. An Authorised Financial Services and Credit provider. NCRCP20".
Have you seen similar examples of fine print used in local car ads? Email us your comments or get in touch via Facebook and Twitter.
Renault SA submitted that while it has used the same format in the past few years without complaint, it is "cognisant of the complainant’s view, and sensitive to his concerns". The commercial is currently off air but it is in the process of "ensuring that all future advertising carrying a financial offer will have an additional frame to allow more prominence to the terms of the offer", reports the ASA.
Wheels24 has contacted Renault South Africa. We will publish the automaker's response in a follow-up article.
READ: The reason this Audi R8 ad was banned? One person complained
ASA said:" The suggested remedy appears to address the complaint, provided that it is done within the confines and parameters dictated by the Code.
"The respondent’s submission confirms that the commercial in its current format will not be used again in future, which addresses the complainant’s concerns, and allows the Directorate to accept this without interrogating the merits of the matter."
Read ASA's full report here.
Renault SA responds
On ASA requesting Renault to remove the ad, the automaker responded: "Renault was NOT asked to remove the Kadjar TV ad - the TV burst came to an end. We have amended the display of the financial terms to address the concern raised by the complainant and this is the version that will be flighted for our next Kadjar TV burst."
Renault also notes that it did receive ASA complaints in the past, but that the cases were dismissed because the company adhered to advertising regulations.
A new Renault Kadjar ad will air later in 2016.
Do you think the fine print on television ads should be bigger, more readable? Email us your comments or get in touch via Facebook and Twitter.