Ad agency J Walter Thompson, on behalf of Volvo, objected to the claim on the basis of it lacking substantiation. They further submitted that Volvo's philosophy of safety and protection of peoples' lives was the core of its brand. According to Auto Motor & Sport, in their yearly overview based on public opinion polls, Volvo is considered as making the safest cars in 10 out of 15 countries.
According to the ASA's Code of Advertising Practice, all descriptions, claims and comparisons which relate to matters of objectively ascertainable fact should be capable of substantiation and advertisers and advertising agencies are required to hold and make such substantiation readily available to the ASA on request.
After failing to get a response from Mercedes-Benz, the ASA ruled that the advertising had to be immediately withdrawn.
