The UK’s automotive sector has pledged to clear and comprehensible marketing of automated vehicles, helping to end confusion and ensure their clear and safe use.

The guiding principles provide an outline for responsible advertising and communication relating to automated vehicles and their capabilities

A new set of guiding principles has been published today by the Society of Motor Manufacturers and Traders (SMMT) and provides an outline for responsible advertising and communication relating to automated vehicles and their capabilities, ahead of their expected introduction to British roads in 2022.

Importantly, the guidelines – developed and agreed by the Centre for Connected and Autonomous Vehicles and stakeholders – set out that an automated driving feature must be described sufficiently clearly so as not to mislead, including setting out the circumstances in which that feature can function.

They also say that automated driving features and assisted driving features must be distinguished from each other.

The text includes a pledge that the name of an automated must not mislead by conveying that it is an assisted driving feature – and vice versa. In Germany, words such as ‘Autopilot’ have already been banned to help avoid confusion.

Mike Hawes, SMMT chief executive, said: “The UK is at the forefront of the introduction of automated vehicles, which has tremendous potential to save lives, improve mobility for all and drive economic growth. It is essential that this revolutionary technology is marketed accurately and responsibly, and we are delighted to have brought together industry, government and other key stakeholders to develop a series of guiding principles that will ensure consumers will have clarity and confidence over their capabilities from when these advanced vehicles first make their way into showrooms.”

It’s a move that’s long been called for by Thatcham Research, which has been involved in the new guidelines. The organisation has worked with the car insurance industry for years to ensure carmakers and regulators make a clear distinction between assisted vehicles and fully automated models, while also warning that fleets need to be involved with education too.

And earlier this year, Thatcham reiterated its ongoing call for further clarification and education on driver assistance features following a Tesla crash in the US. Speaking at the time, Matthew Avery, director of research at Thatcham Research, said the incident was an “incredibly sobering illustration as to why education and correct naming are so important to the safe use of driver assistance systems”.

Commenting today, Avery said the new guidelines were a key milestone in clearing up confusion.

“We have long advocated consistency of terminology. There are two clear states – a vehicle is either assisted with a driver being supported by technology or automated where the technology is effectively and safely replacing the driver. We urge manufacturers now to use simple marketing that does not over promise functionality and the key is for them to be delivered consistently across all marketing material, as well as through effective dealership education and their subsequent conversations and engagement with consumers.”