Marketscan - Fedma criticises EU stipulation of CO2 warnings on car marketing campaigns

Fedma criticises EU stipulation of CO2 warnings on car marketing campaigns

The Federation of European Direct and Interactive Marketing (Fedma) has hit out against European proposals to introduce CO2 warnings on car marketing within the EU.

A recent report from the European Parliament stated that marketing materials for cars such as direct mail, emails or websites should dedicate 20 per cent of its space to CO2 emissions, cars" fuel consumption ratios and the environmental costs of cars" air conditioning.

A 20-page direct mail brochure, advertising a new model would have to dedicate four full pages to such health warnings.

Alastair Tempest, director general of Fedma told Precision Marketing: "Fedma believes that this proposal would have the effect of reducing the size and amount of direct marketing for cars and other vehicles.

However, it is also very probable that in the medium to long term consumers would simply ignore this information, and thus the measure would be counter-productive."

A fifth of the EU"s CO2 emissions come from cars and road transport accounts for 60 per cent of all the oil used by member states.

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Fedma criticises EU stipulation of CO2 warnings on car marketing campaigns

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