Mercedes-Benz self-driving vehicle advertisements get attention of auto safety advocates.
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Asked for comment, a Mercedes-Benz spokeswoman did not respond.
Mercedes-Benz are now being challenged by consumer and auto safety advocates, who have asked the Federal Trade Commission to investigate the automaker over a TV commercial for the 2017 E-Class.
In a letter sent to the Federal Trade Commission (FTC), the consumer advocates say the automaker is using false advertising on TV and in print to sell the 2017 E-Class cars.
The ensuing investigation of the Tesla accident by the U.S. National Highway Traffic Safety Administration (NHTSA) has increased scrutiny of automated driving technology and the marketing claims made by carmakers seeking to push sales. The new E-Class pulls up to it. In addition to giving consumers a false impression about the safety of the cars, defining the cars as “self-driving” allegedly doesn’t meet requirements set forth by the government.
The consumer watchdog organizations are concerned specifically that the ad, embedded above, could lead viewers to believe that the E-Class is effectively an autonomous vehicle, both because it shows a family in another, entirely conceptual car interacting while that sci-fi inspired vehicle drives itself, and also because the driver of the actual E-Class shown in the ad removes his hands from the steering wheel of the car as it navigates itself left, and continues to keep them off while the car parks itself. Ready or not, the future is here. “We do not want any potential confusion in the marketplace to detract from the giant step forward in vehicle safety the 2017 E class represents”.
“Vehicle can not drive itself, but has automated driving features”.
The FTC letter says just because Mercedes includes small print doesn’t mean the automaker isn’t violating laws. Consumer Reports said the caveats contained in the advert may contravene FTC guidance which stipulates that advertisers can not use fine print to contradict statements in an ad or clear up false impressions the ad might leave.
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Considering the fine print says the vehicle isn’t self-driving but the ad talks about self-driving cars and features, the consumer advocates say this is a clear violation of FTC standards. While the E-Class has partial self-driving features, a driver still needs to stay fully aware.
