Nissan advert found to be misleading customers

17th Oct 2018

Nissan’s advert for its Leaf electric car has been banned by the UK's regulator of advertising, the Advertising Standards Agency (ASA), which found that it featured misleading charge time claims. 

The company’s website claimed that the car could charge up to 80 per cent of its full charge capacity in 40 to 60 minutes, but didn’t make it clear that this was dependent on a number of conditions, including battery temperature and size, the ambient temperature and the type of charger. 

After feedback from customers the Japanese carmaker updated its website so that it read: “Plug your New Leaf into a CHAdeMO rapid charger and get from 20% to 80% charge in around 60 minutes.” 

It also qualified that a Leaf could be charged at this speed once a day, and that further charges in quick succession could be longer because the battery would be hotter after driving. 

However, the ASA found that the advert was misleading, given that customers would be likely to understand that the charge could be increased by 80%, or close to 80% within 40 to 60 minutes when using a rapid charger. 

The ASA commented: “Therefore, because the ad did not clearly convey the degree of variability in the time that may be required to deliver a certain amount of charge, we concluded that the claims had not been substantiated and were likely to mislead.” 

Nissan said in response: “We were very disappointed with the ruling made by the ASA, although of course we will respect their decision. 

“We constantly review and react to customer feedback to ensure that we are giving the very best possible service and information.”

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