Abstract

Objective: To examine the content and trends of safety-related consumer information in magazine vehicle advertisements, as a case study within the worldwide marketing of vehicles.

Methods: Content analysis of popular current affairs magazines in New Zealand for the 5-year period 2001–2005 was undertaken (n  =  514 advertisements), supplemented with vehicle data from official websites.

Results: Safety information in advertisements for light passenger vehicles was relatively uncommon with only 27% mentioning one or more of nine key safety features examined (average: 1.7 out of nine features in this 27%). Also included were potentially hazardous features of: speed imagery (in 29% of advertisements), power references (14%), and acceleration data (4%). The speed and power aspects became relatively more common over the 5-year period (p < 0.05 for trend).

Conclusions: To enhance informed consumer choice and improve injury prevention, governments should consider regulating the content of vehicle advertisements and vehicle marketing – as already occurs with many other consumer products.