Misleading Claims of Electric Vehicle Lead to Advertisements Banned in the UK and Ireland

The ASA ruled that real-world conditions significantly impact charging times and that the actual number of fast chargers was far less than advertised.

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Carmakers Toyota and Hyundai have been forced to withdraw certain advertisements in the UK and Ireland after the Advertising Standards Agency (ASA) found that their claims regarding the charging capabilities of their electric vehicles (EVs) were misleading. 

The ASA launched an investigation following complaints from EV users who found that the advertised charging times did not align with real-world results and that the availability of high-speed charging stations was not as widespread as claimed.

Discrepancies between Advertised Charging Times and Real-World Performance

Toyota's bZ4X SUV was advertised as being capable of reaching 80 per cent charge in approximately 30 minutes using a 150 kW charger, while Hyundai's Ioniq 5 claimed to achieve a full charge in just 18 minutes with a 350 kW supply. 

The ASA discovered that these figures were achieved under ideal conditions, which do not necessarily reflect real-world scenarios. Factors such as battery age, battery condition, battery temperature, and ambient temperature can significantly affect the actual charging times of EVs, potentially making them even longer than expected.

Inadequate Availability of High-Speed Charging Stations

Another point of contention raised by the ASA was the carmakers' claims regarding the availability of high-speed charging stations. Toyota's advertisement suggested that rapid-charging points were easily accessible in various public locations across the UK. 

However, the ASA found that there were only 419 chargers capable of delivering 150 kW output, located in just 134 locations throughout the entire UK. Scotland had only seven such chargers, Wales had two, and Northern Ireland had none.

Similarly, Hyundai's Charge myHyundai website indicated that there were only 37 ultra-quick chargers available in the UK, with a mere six of them located in the Republic of Ireland and none on the other side of the Irish border. This discrepancy further supported the ASA's decision to ban the advertisements, as the actual availability of high-speed charging stations did not match the claims made by the carmakers.

The ASA's Ruling and Implications

The ASA concluded that Toyota and Hyundai had misled customers by presenting charging times and charging station availability in an inaccurate manner. As a result, both carmakers were instructed to withdraw the advertisements in question. 

This ruling serves as a reminder that car manufacturers need to provide realistic and transparent information about the charging capabilities of their EVs, taking into account various real-world conditions that can impact charging times. It also highlights the importance of accurately representing the availability of high-speed charging infrastructure, as it directly affects the convenience and usability of electric vehicles for consumers.

Moving forward, it is expected that carmakers will face increased scrutiny and accountability for their advertising claims related to EV charging. The ASA's intervention in this case serves as a precedent for ensuring that consumers receive accurate and reliable information when making decisions about electric vehicles and their charging requirements.

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