Withdraw ad, says ASA
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• The Advertising Standards Authority (ASA) has ordered Mercedes-Benz to withdraw an advert warning workshops against using non-genuine air filters. The advert showed an air filter with the question: "It fits, but s it fit for your Mercedes-Benz?". It also claimed: "Genuine Mercedes-Benz original parts are only available through Mercedes-Benz dealers."
The Automotive Distribution Federation (ADF) complained to the ASA on two counts: Mercedes-Benz fits filters manufactured by a third party which also supplies the aftermarket; and the filter shown an the advert and described cis inferior was from an identifiable and reputable manufacturer. Crosland also complained to the ASA that, as the only manufacturer to currently use green end caps, the filter pictured was identifiable as one of its products and was not of inferior quality.
In its defence, Mercedes-Benz did not dispute that it bought filters from an outside source but said that they were subjected to additional quality checks. It also said the filter in the photograph was not a Crosland product and it had been taken some time ago. In its judgement the ASA said additional checks did not make the parts original and greater care should be taken to avoid a criticised product being mistaken for one produced by another manufacturer.
"Operators' interests are best served by free and active aftermarket," says the ADF, but director-general Reg Patrick stresses that the federation is against any parts or components that are of an inferior quality. He is happy for truck mar turers to say that the pa their packaging are o highest quality, but str that this does not mean e thing else is of inferior cp. This is the fourth time thi ADF has won cases as what it terms "vehicle at blers" over their spare advertising. Previous repr tation by the AFD to the have forced Leyland Daf and Honda to withdra. amend advertisements.