The Right Information Changes Everything, ASA Tells Michelin

Bibendum, better known as the Michelin Man, can effortlessly wage colossal battles against evil fuel pumps to rescue motorists from high prices – but he appears to have found his kryptonite in the form of the Advertising Standards Authority. Following 15 complaints over its advertised claim that the EnergySaver tyre could save up to 80 litres of fuel, Michelin has accepted the ASA ruling that it must change the wording of its television commercial when wishing to continue with the “right tyre changes everything” campaign.

Complaints received by the ASA centred on the fact that Michelin had not specified the timeframe in which motorists would make the stated fuel savings. The contentious “up to 80 litres of fuel” in fact refers to savings gained over the tyre’s entire lifetime – estimated to be 45,000 kilometres – and the ASA states this needs to be clarified. Michelin says it will comply with the ruling in order to give its customers the most truthful message possible.