Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Cherished number plates are also known as personalised or private number plates registration numbers and can be bought directly from the Driver and Vehicle Licensing Agency (DVLA) or cherished number dealers. Some years ago, the ASA encountered disquiet within the cherished number plate industry and CAP wrote a Help Note, which it sent to all dealers and other interested parties. Since then, the sector has generated few complaints.
The Help Note gives guidance on key aspects of cherished number marketing including:
• VAT Disclaimers – ideally, prices shown should include VAT, if applicable, and other compulsory fees. Section 2 goes into detail about the disclaimers that are required if VAT applies to some quoted prices and not to others. Section 3 covers the size and prominence of the disclaimer;
• lineage advertisements – if lineage advertisements are too small to include a disclaimer, publishers may instead include their disclaimer in the relevant section. Section 4 outlines an acceptable draft and advises on its prominence;
• “from” prices – they should not exaggerate the availability of advertised registrations that can be bought at that price. Section 5 goes into detail about qualification of such statements, their positioning and the minimum number of registrations available at the “from” price;
• availability – section 6 discusses availability, including: removing sold and “under offer” registrations; advertising other dealers’ stock; assignment dates and advance ordering (Registration Transfers Ltd, 26 September 2007 (point 3) and Registrations 4 Vehicles Ltd, 29 August 2007).
• legality – marketers should not mis-space or mis-represent registrations to make them more attractive. Marketing communications should comply with relevant legislation. In 2007, the ASA upheld complaints about two ads that featured registration plates that were not spaced according to DVLA regulations and were, therefore, potentially unlawful. It concluded that the ads were irresponsible (Registrations 4 Vehicles Ltd, 29 August 2007, and Beef Registrations, 21 November 2007).
Marketers might want to consult the DVLA or The Road Vehicles (Display of Registration Marks) Regulations 2001.
Last modified : 05 August 2010