ASA ruling that a BMW advert misleadingly represented a car's environmental impact

On 7 February 2024, the ASA ruled that a paid-for Google ad for BMW (UK) Ltd misleadingly represented a vehicle's environmental impact by using the description "Zero Emissions Cars". The ASA upheld the complaint because there was no material information to make clear to the consumers what the claim was based on, and there was no clarification that the claim was restricted to emissions only when driving.