ASA ruling that a Ford advert did not mislead when claiming a car had "zero emissions driving"

On 21 February 2024, the ASA ruled that a paid-for Google ad for Ford Motor Company Ltd t/a Ford did not mislead when claiming a car had "zero emissions driving". As the advert specified that zero emissions were produced by the car when driving, rather than making an absolute claim that the car's lifecycle produced zero emissions, and listed this amongst the car's other features, it was unlikely to be understood as a comment on the car's overall life-cycle emissions. This Ruling forms part of the ASA's wider piece of work on "zero-emissions" claims.