The Advertising Standards Authority have banned a series of advertisements by Continental after ruling that the German tyre manufacturer could not substantiate a claim that “nothing stops better than a Continental tyre”. The complaint was in part made by Goodyear who relied on independent tests that were carried out in 2007. These found that Goodyear HydraGrip tyres and Eagle F1 tyres had shorter stopping distances than all the others that were tested. These tests included tyres made by Continental and other leading manufacturers.
Tim Bailey, Continental’s advertising and sponsorship manager, defended the original claim by stating that the company commissioned their own tests in 2007. This study used specific sizes of car tyres and the results showed that on that occasion the Continental tyres did out-perform competitor brands in wet and dry grip braking performance.
However, after reviewing the Advertising Standards Authority findings Continental agreed to withdraw the claim from future advertising.