A marketing campaign in which BMW called itself "the world's most sustainable car producer" has been slammed as misleading, now the country’s consumer watchdog has referred the matter to police.
Denmark’s consumer watchdog has referred BMW to local law enforcement authorities, alleging the German car-maker made misleading claims regarding its environmental impact in a marketing campaign that ran over the past two years.
News agency Reuters reports BMW claimed it was "the world's most sustainable car producer" in marketing material in Denmark between 2021 and 2022.
The Danish Consumer Ombudsman (DCO) – Denmark’s equivalent to the Australian Consumer and Competition Commission (ACCC) – has alleged BMW misled customers into thinking its cars were more environmentally friendly than those of its competitors.
According to Reuters, the Danish Marketing Practices Act says, “marketing campaigns are not allowed to contain information that is incorrect or possibly misleading and companies must be able to document that their statements are truthful”.
As the consumer watchdog does not have the power to prosecute companies who break the country’s marketing laws, the DCO reported BMW to Danish police last week to investigate the claims.
A spokesperson for the DCO said it is essential companies do not authorise marketing campaigns – especially those which include environmental claims – without making sure the included information is truthful.
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