BMW TO URGE AD STANDARDS

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BMW of North America will try to work within the auto industry to adopt standards for comparative advertising claims.

The automaker decided to make that move rather than appeal to the National Advertising Review Board last month's decision by the National Advertising Division of the Council of Better Business Bureaus (AA, Aug. 19).

BMW wasn't pleased with NAD's ruling on the carmaker's complaint that Volvo of America's TV spot showing an 850 turbo Sportwagon accelerating faster than a BMW 328i sedan was deceptive. NAD decided "Volvo's acceleration testing was found to be conducted in a reasonable manner."

Regarding comparative vehicle testing, NAD found that while "there are certainly accepted industry guidelines .*.*. there are no required testing standards that the advertiser is mandated to follow."

BMW said it is trying to determine where to start, including what group to approach.

"We're grappling with how other consumer products companies handle comparative advertising," said Jack Pitney, director-corporate communications for BMW.

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