KIA has changed one word in its 7 year warranty ad campaign to comply with an official ruling from the ASA.

Instead of saying ‘Terms and conditions apply’, the small print will now read ‘Terms and exclusions apply’.

The words will also be shown on screen for the duration of the TV ad.

Kia has also changed its radio ads, to mention the 100,000-mile exclusion.

Marketing director Simon Hetherington from Kia UK said: ‘At Kia we are very proud of our warranty and are absolutely committed to communicating clearly on it.

‘We believe that this is what we tried to do and that we were in line with other comparable advertisements.

‘Nonetheless we accept the ASA ruling and immediately acted to change the advertisements concerned which were back on air prior to the adjudication being released.’

By Richard Aucock

So, what is the small print on the Kia 7 year warranty? Car Dealer Magazine lists it here:
•    There is no mileage limit during the first 3 years, except for vehicles used as taxis where a limit of 100,000 miles applies.
•    There is a 100,000 mile limit between years 4 and 7.
•    Paintwork is covered for 5 years/100,000 miles.
•    Audio is covered for 3 years/60,000 miles.
•    Batteries are covered for 2 years.
•    Normal ‘wear and tear’ on items such as brake linings and clutch linings, etc. are excluded from cover.
•    The warranty is transferable, at no cost, to subsequent owners and is valid across Europe.

Tags: advertising, asa, Kia

This entry was last updated on Wednesday, August 11th, 2010 at 9:09 am and is filed under News.