Toyota Hilux Ad Banned for Encouraging Off-Roading at the Expense of the Environment

The Appeal of the Toyota Hilux

Toyota’s Hilux has gained a loyal following worldwide due to its practicality, mechanical strength, and exceptional off-road capabilities. While it hasn’t been available in the U.S. for nearly three decades, the Hilux remains a favorite among truck enthusiasts.

Ad Banned for Lack of Social Responsibility

In a groundbreaking decision, the UK’s Advertising Standards Agency (ASA) recently blocked a Toyota Hilux ad for its lack of social responsibility towards the environment. The ruling came after Adfree Cities, an organization dedicated to removing marketing material from public spaces, raised concerns about the ad’s promotion of off-road driving at the expense of the planet.

The Controversial Ad Campaign

The banned ad campaign consisted of two components. The first was a video shared on social media, showcasing a group of Hilux trucks driving across a river bed like a herd of wild animals in a nature documentary. The voiceover described it as “one of nature’s true spectacles” and concluded with the tagline “Toyota Hilux. Born to roam.” The second banned ad was a poster featuring a swarm of Toyota trucks kicking up dirt in a desert-like setting, accompanied by the headline “Born To Roam.”

Toyota’s Defense

Toyota defended its ad campaign by stating that the Hilux is designed for challenging environments and that industries like farming and forestry require its all-terrain capabilities. The company also highlighted its efforts to electrify cars since 1997 as evidence of its commitment to environmental care. Toyota emphasized that the footage used in the ads was captured on private land in Slovenia with the owner’s permission.

ASA’s Ruling

Despite acknowledging that the scenes depicted in the ads were fictional and aimed at potential customers who genuinely need a capable off-road vehicle, the ASA ruled that the campaign “presented and condoned the use of vehicles in a manner that disregarded their impact on nature and the environment.”

This ruling sets a precedent for future advertising campaigns, emphasizing the importance of social and environmental responsibility. While the Hilux remains a beloved truck worldwide, Toyota will need to reconsider its marketing strategies to align with sustainable practices.