The Advertising Standard Authority has slapped Citroen’s wrist over the wording of an advert for its fleet-friendly C5 VTX+.

The ASA received a single complaint after Citroen’s national press advert claimed “ultra low 142 CO2 g/km.” The complainant didn’t realise the company meant ultra low versus its rivals, and the ASA agreed, feeling readers would believe “the car had low emissions when compared to all cars”. As there was no prominent claim the text related to similar vehicles, the ASA upheld the complaint and warned Citroen not to use the advert again in its current form, and advised it to seek guidance with future wording.