SMMT Guiding Principles to Advocate Responsible Marketing of Automated Vehicles
SMMT has developed these Guiding Principles, approved by the Centre for Connected and Automated Vehicles and by the Committee of Advertising Practice, to guide its members in the marketing of automated vehicles.
- An automated driving feature must be described sufficiently clearly so as not to mislead, including setting out the circumstances in which that feature can function.
- An automated driving feature must be described sufficiently clearly so that it is distinguished from an assisted driving feature.
- Where both automated driving and assisted driving features are described, they must be clearly distinguished from each other.
- An assisted driving feature should not be described in a way that could convey the impression that it is an automated driving feature.
- The name of an automated or assisted driving feature must not mislead by conveying that it is the other – ancillary words may be necessary to avoid confusion – for example for an assisted driving feature, by making it clear that the driver must be in control at all times.
