Radio Taxis wins against Addison Lee - Addison Lee substantive complaints rejected

Radio Taxis CarbonNeutral® status endorsed by Advertising Standards Authority
 

Not long after winning a major account again we received a notification from the Advertising Standards Authority (ASA) that the assertions which we make on our website in terms of our "Green" credentials as a company had been challenged by none other than Addison Lee.

It wasn't until sometime afterwards that we learned that after re- winning this major client once more that AL asked them why RTG had been awarded the contract again? Among all of the reasons, which included, service, experience, knowledgeable drivers and a competitive price was also the fact that we have a CarbonNeutral® status and that we are a "green" company with a well-known and recognized socially responsible attitude.

Here are the issues and the ASA's judgements which AL complained about from Radio Taxis website.

Issue
Addison Lee Plc, believed the advert implied taxis were an environmentally friendly transport option, challenged whether the following claims were misleading:

1. "World's first Carbon Neutral taxi company", - ASA Result complaint not upheld ...Radio Taxis assertions are true.

2. "Why not reduce your own Carbon footprint by using Radio Taxis Group services" - ASA, Result complaint not upheld...Radio Taxis assertions are true.

3. "Radio Taxis operates a constant and on-going Carbon reduction strategy, then offsets the whole of the remainder, emitted during the delivery of our services" - ASA Result complaint not upheld- Radio Taxis assertions are true.

4 And "Constant renewal and upgrading of taxi fleet". On a minor technicality - only the final claim was upheld because although our records prove that around 15% of the fleet is renewed every year it might seem or be inferred that Radio Taxis owns the vehicles and of course we do not; our Licensed London taxi drivers are franchisees and either own their own vehicles or use a fleet owned vehicle. We agreed very early on with the ASA to slightly amend this statement so as to remove any unintentional misunderstanding - but it hardly amounts to a victory for Addison Lee.

http://www.asa.org.uk/ASA-action/Adjudications/2012/2/Radio-Taxis-Group-Ltd/SHP_ADJ_165026.aspx