The Department for Transport has ruled that posters advertising cars must give CO2 and fuel information equal prominence with the main text, including length of warranty and price. They have had to do this in press advertising for some time, but it will be a particular challenge in outdoor media which requires text to be much briefer in order to communicate to readers on the move.
Marketing magazine claims that the car industry spent £76.4m on outdoor ads in 2007, up 32% on the previous year - possibly due to the introduction of the CO2 reporting rule for press ads.
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