TomTom recently flighted radio advertisements in which the company claimed “…break free from traffic with TomTom HD traffic. The only system that provides real time traffic information. So, if there’s a quicker route, you’ll get it immediately…”
This claim did not sit well with one consumer who lodged a complaint with the Advertising Standards Authority of South Africa (ASA) saying that TomTom is not the only device to offer real time traffic information in South Africa.
TomTom explained that “due to a breakdown in its internal procedures, the commercial that was aired featured an amendment to the approved script”. The company further said that as soon as they were made aware of this issue they took the necessary steps to pull the commercial.
The ASA has a long standing principle which holds that where an advertiser provides an unequivocal undertaking to withdraw or amend its advertising in a manner that addresses the concerns raised, the undertaking is accepted without considering the merits of the matter.
TomTom was made aware of the fact that it should withdraw the ad with immediate effect and not use it again in the same format in future.