KEY POINTS:
Car advertisements in New Zealand lack safety information, according to research just published by public health researchers at Otago University.
Researchers analysed 514 car advertisements in NZ magazines over a five year period, and found that safety information was relatively uncommon.
"Only 27 per cent of the ads mentioned one or more of nine key safety features, and even in that 27 per cent on average less than two safety features were mentioned," lead researcher Nick Wilson said.
In contrast, the researchers found 39 per cent of the car advertisements included potentially hazardous information, which breached the spirit if not the letter of the voluntary New Zealand code for motor vehicle advertising.
Hazardous speed imagery featured in 29 per cent of the ads, and power references in 14 per cent and these features had become much more common over the last five years.
One of the other authors, George Thomson, pointed out that specific acceleration statistics, such as 0-100km/h in 6.3 seconds, were a breach of codes used in other countries such as Australia.
Researchers said the study raised serious questions, from a safety perspective, about the control of vehicle advertising in New Zealand.
They said there were a number of safety features which could be given far more emphasis in adverts, but were often ignored.
These were features such as electronic stability control (in 17.3 per cent of ads), anti-lock brakes (10.7 per cent of ads), air-bags (13.8 per cent), and pre-crash systems (4.1 per cent.
Dr Wilson said only 5.6 per cent of ads referred to the overall safety ratings for the vehicle being marketed, making it difficult for the public to assess safety when purchasing.
"The low percentage of ads which detail safety ratings also means the issue is more likely to be buried in people's minds, when buying a vehicle," Dr Thomson said.
He said the study suggested the public needed much better and more detailed information on safety, and the industry was failing to supply this through advertising.
The researchers concluded there was a case for greater regulation of vehicle advertising to improve public health, through greater emphasis on vehicle safety features in both photographs and text.
They also said that hazardous content, such as speed imagery, should be restricted.
"It's logical that controls over car advertising could create an improvement in public health through fewer injuries and crashes, and a reinforcement of government road safety campaigns, rather than these being undermined by messages in car adverts," Dr Thomson said.
- NZPA
