Watchdog bans car sales advert

An advertising watchdog has ordered We Buy Any Car Ltd, part of the Rochdale-based UK Car Group, to stop running a television advertisement – following complaints from consumers.

The TV ad featured a male newsreader who said "Thinking about selling your car? Well here's some great news from We Buy Any Car.com".

The newsreader stood up and joined a group of young dancers in front of a screen showing images of different types and makes of car. Dance-style music was played under a rap which included the words “We buy any car.com. Any make, any model, any age, any price, from fifty quid to a hundred grand". The newsreader was shown holding up a card which said "from £50 to £100,000.00". On-screen text at the end of the ad said "Throughout the UK".

The Advertising Standards Authority (ASA) received two complaints about the advert because it did not state that the company charged an administration fee and another said the claim that the company operated “throughout the UK" was misleading because there were no branches in Northern Ireland.

We Buy Any Car Ltd  said the administration fee depended on the value of the car and explained that at the time at which the ad appeared, cars valued between £50 and £4,999 carried an administration fee of £49.99 inc. VAT and cars valued at more than £5,000 carried an administration fee of £74.99 inc. VAT.

The firm also said they had a branch network totaling 188 branches across England, Scotland and Wales. They said they were in the process of reviewing Northern Ireland as a potential location and would hopefully have a base there later in the year.

ASA said an administration fee was a significant condition which was likely to affect a viewers decision to sell their car through We Buy Any Car and said the failure to mention such a fee was likely to mislead, as was the claim about operating throughout the UK when there were no branches in Northern Ireland.

The ASA said the advert should not be shown again in its current form.