Fiat Ducato

Where: Radio 2GB, Sydney.

When: 21st February, 2006.

Advertiser: Fiat Australia/ Ateco Automotive

Product: Fiat Ducato

Describe the ad:

A man with a European accent says "My cousin Theo, he says, 'why did you choose the Fiat Ducato?'". The man discounts a number of reasons before concluding "i like the horn". The "beep, beep" sound of a car horn is then heard.

Complaint:

This advertisement should be withdrawn, or modified to remove the honking sound, because it appears to be careless use of a car horn. Such honking is illegal, violating Australian Road Rule 224. It will encourage careless honking and harm the peace and health of neighbourhoods, other motorists and pedestrians. An escalation of careless honking will also de-sensitise people to the sound of car horns and diminish it's function as a warning device.

The honking sound is heard after the man states "i like the horn". This indicates he sounded the horn just because he felt like it. The nature of the honk, two short beeps, also indicates frivolous use - it does not sound like legitimate use as a warning device.

Australian Road Rule 224, as stated by the NSW Roads and Traffic Authority says:

"224 Using horns and similar warning devices

A driver must not use, or allow to be used, a horn, or similar warning device, fitted to or in the driver's vehicle unless:

(a) it is necessary to use the horn, or warning device, to warn other road users or animals of the approach or position of the vehicle; or

(b) the horn, or warning device, is being used as part of an anti-theft device fitted to the vehicle." (www.rta.nsw.gov.au/trafficinformation/downloads/p133.pdf)

Violation of this rule attracts a $225 fine:

"HORNS/WARNING DEVICES Rule 224. Use/allow use of horn/warning device unnecessarily.. $225" (www.rta.nsw.gov.au/rulesregulations/downloads/1205_demerits_general.pdf)

According to section 1.1 of the AANA Advertiser Code of Ethics: "Advertisements shall comply with Commonwealth law and the law of the relevant State or Territory.". This is a clear breach of ethics.

Careless honking is already a source of annoyance to neighbourhoods. Honking to say hello, goodbye, or hurry-up, is already common-place. Such a noise can be a rude shock to the nervous system. If this happens on a daily basis, perhaps several times a day, it can be nerve shattering. Such behaviour is reckless firing of noise into surrounding areas without regard to whom it hurts. It is a rude invasion and trespass into private homes. Young drivers will no doubt be encouraged to do likewise, guaranteeing our streets and homes will be constantly disturbed by honk-happy drivers.

A car horn is a warning device for times of danger or emergency. A child can tell you the results of abusing warning signals: the boy who cried wolf. This ad will encourage horns to be abused and thus diminish to horn's effectiveness as a safety device.

As stated by the NSW Department of Environment:

"Horns should be used as traffic warning devices only and not as a means of relieving driver stress or frustration." (www.epa.nsw.gov.au/resources/vehicle_noise.pdf)

Noise pollution is harmful to health and contributes to mental and physical problems (please read the evidence below). Noise is particularly harmful to sections of the community who have reduced tolerance for noise, for example, the elderly, those weakened with health problems, the mentally ill, a young mother trying to calm a baby, a war veteran with post traumatic stress disorder for whom noise triggers shock reactions, those suffering from hyperacusis (increased sensitivity to noise), those with sleep-disorders, or those simply experiencing stress from some life event. Careless honking can cause great pain to the lives of many people.

This ad threatens the peace and health of neighbourhoods and diminishes the horn as a traffic safety device. It encourages illegal behaviour. It should be removed on legal, health, and safety grounds.