The ASAI received 39 objections to the television advertisement, with complainants arguing that it gave the message that not wearing seatbelts was acceptable.
They stated that this ran contrary to the law and the policies of the Road Safety Authority (RSA).
When the ASAI contacted the RSA, the latter said it felt the advertisement did not portray a positive image in relation to seatbelt-wearing. "With this in mind and in view of the number of complaints received, the ASAI secretariat contacted the advertising agency and proposed that the advertising should be withdrawn," the ASAI said.
The advertising agency agreed to pull the advertisement before ASAI adjudication on the matter. It said there was no suggestion the vehicle was in motion and that it had confirmed with the RSA that the "vintage VW being used did not require seatbelts because of the age of the vehicle".
The ASAI "cautioned advertisers to show added care when advertising products that will attract younger viewers".