Electric Cars Are No Longer Zero Emission

BMW and MG got called out by the UK advertising watchdog for misusing “Zero Emission”.

Last year, automotive ads for BMW and MG boldly claimed that their electric vehicles were “Zero Emission”. This is technically true in an absolute sense since electric cars produce no tailpipe emissions when running. But the advertising standards authority reminded everyone this week that these models do emit carbon during manufacturing, as well as during recharging with electricity generated from fossil fuels.

Yes to Ecology, No to Greenwashing

While BMW remained relatively cautious by talking about “zero emission electric cars”, MG pushed the boundary a bit too far. In its latest ad, the Sino-British manufacturer praised its hybrid models with both an petrol engine and an electric motor as “Zero Emission”. A clever but somewhat misleading mix that didn’t pass muster and sparked anger among anti-car organizations. These are very vocal across the Channel.

This decision will set a precedent, as from now on, any car manufacturer selling electric vehicles must clarify that the “Zero Emission” claim only applies when the vehicle is in motion. That’s already a good point, and we agree.

But in the broader context of slowing demand for battery-powered cars, this is a gift to critics. At best, they will simply judge the ads as poor; at worst, it may reignite the eternal debate over the ecological reality of electric vehicles. No one will come out of this looking good.

ALSO READ: Do electric cars pollute as little as we think?