Uber advert misleading: appeal board
Driver firm says ‘life story’ claim is lighthearted hyperbole but doesn’t convince Fans fired up about G-Dragon tour
Uber has lost an appeal over whether a billboard about driver background checks was misleading. The Advertising Standards Authority (ASA) appeal board upheld an earlier ASA decision that the ridesharing service’s billboard was likely to mislead consumers.
The billboard in question showed a woman standing in a room full of shelves and documents with the accompanying text: “Background checks on every driver. We get Becky’s life story before you do.”
The ASA’s complaints board earlier determined the billboard created a “misleading impression for the consumer about the level of detail of Uber’s background checks”.
Uber appealed, arguing that while its background checks were different to those required for traditional small passenger drivers, the Uber App provided broader safety features.
“The statement was both puffery and light-hearted comedic hyperbole as it is not possible that Uber could literally know the complete life story of each driver partner nor would consumers assume they would,” Uber said.
The complainant, Arden Macdonald, said the advertisement misrepresented the background checks of Uber drivers by implying they were more in-depth than they were.
Macdonald said this followed Uber’s 2016 decision to remove the requirements for Uber drivers to acquire a passenger endorsement licence from the NZ Transport Agency (NZTA).
In the appeal, Uber reiterated that the billboard was factually accurate and that all its drivers required thorough background checks.
“Prior to becoming a driver partner, each person must undergo a criminal conviction history check, conducted by the Ministry of Justice, and have a driving demerit points and suspension history check conducted via the New Zealand Transport Agency,” Uber told the appeal board.
Macdonald countered that Uber’s claims about how the background checks were carried out “is something they have never backed up with a shred of evidence”.
A spokesman for Uber told the Herald the company respected the ASA but was disappointed with the decision. “The safety of those using the Uber app is our number one priority,” he said. Superfan Yuki Zhang is still pinching herself after news her idol South Korean megastar G-Dragon is coming to town.
The 24-year-old retail assistant has just returned from Seoul, where she watched the K-pop sensation kick off a world tour spanning 29 cities.
“G-Dragon is perhaps the biggest and hottest name in K-pop today, and I still find it hard to believe he is coming in Auckland,” said Zhang.
She is splashing out another $525 to secure a VIP ticket for the star’s Auckland show on top of spending $2000 watching him perform at the Watch video of G-Dragon’s biggest Kiwi fans at nzherald.co.nz Sangam World Cup Stadium in front of 40,000 fans. “I say: ‘Go hard or go home’, and I see this as a once-in-a-lifetime chance to see G-Dragon in the flesh in New Zealand,” Zhang said. Born Kwon Ji-Yong, G-Dragon shot to fame with boy band Big Bang before going solo in 2009. The tour, his third, will be the largest undertaken by a Korean solo artist. Fans are thrilled Kwon will be in Auckland to celebrate his 30th birthday. “This makes his concert here extra special,” said dietitian Sherry Ning, 25. “Plans are under way from fans to give him a Kiwi birthday surprise to remember.” In a video message G-Dragon said he was looking forward to performing in Auckland. “Hey, NZ, I’m coming to New Zealand for the first time. I will like to celebrate the special concert with everyone of you, so don’t miss out.” — Lincoln Tan G-Dragon, Act III, MOTTE (Moment of Truth the End) will play Spark Arena on August 16. Tickets are available from Ticketmaster, $154.80 to $524.80.