Safety Important in Vehicle Accessory Ads
The Warehouse television advertisement for the Mighty Grip phone mount said in part: “The Mighty Grip phone mount has a powerful magnetic grip and a twist lock suction base. You can have your phone right where you need it without taking your eyes off the road. Apply the magnetic plate straight onto your phone or place inside your case and you’re ready to go....” The advertisement shows the device mounted on the car dashboard and attached to the windscreen near the centre of the windscreen.
The Complainant was concerned that the use of a centrally mounted windscreen phone holder is unsafe and contrary to police advice.
The Advertiser said it was not aware of this safety advice regarding central windscreen positions for phone mounts nor was it able to find this advice from its own online search. The Advertiser noted it had not received information from the NZ Police advising of this safety advice or the requirement for it to adhere to this in any communications.
The majority of the Complaints Board said the advertisement depicted a visual presentation of a dangerous practice which encouraged a disregard for safety. The minority of the Complaints Board said it was difficult to ascertain from the fleeting image exactly where on the windscreen the phone was mounted but considered it was sufficiently off centre as to not cause obstruction to the driver’s vision. However, in accordance with the majority, the Complaints Board ruled the complaint was Upheld.