The Advertising Standards Authority of South Africa (ASA) ruled that Garmin’s promise of ‘premium lifetime traffic’ refers to the lifetime of the device purchased, and not the lifetime of the person who made the purchase.
This ruling followed a complaint from a consumer who argued that the advertisement is misleading because he expects the “premium lifetime traffic” feature to be available for ‘the rest of his life’.
Garmin responded saying that their promotional brochures clearly explain that “Premium Lifetime Traffic is valid for the lifetime of the unit or service provider”.
“Reference to this also appears on the product packaging,” Garmin said.
The ASA felt that a reasonable person interested in purchasing GPS equipment would understand that there are numerous innovations with products of such nature and that products often become outdated.
“Reasonably speaking, under ordinary circumstances it is somewhat unlikely that a device of this nature would outlast a human being. Therefore, the reference to the feature “Lifetime Traffic” would clearly relate to the product, not the lifespan of the purchaser.”
The ASA subsequently dismissed the complaint.