It took only a few days for the DVLA to pull the plug on this personalised billboard advertisement running in London – many of you in the media buying world scoffed at us when we told you in that post “Definitely sort of scary and god knows how they got permission to use the UK Government’s DVLA database in such a manner” BUT as the office just shouted to me in unison “they didn’t” – didn’t get permission that is!!!
In the same post we also said “we think they likely to get a fair number of complaints from privacy advocates too” and of course we were proved correct.
The Government’s controversial Driver and Vehicle Licensing Agency has launched an investigation into how the car registrations of millions of motorists were sold for use by a giant oil firm.
Castrol spent hundreds of thousands of pounds on a campaign promoting its oils, using giant advertising billboards on five major routes in London.
But when The Mail on Sunday contacted the DVLA on Thursday, the campaign – which has also raised safety fears – was halted, just four days after it began. It was due to run for two weeks.
To be fair the article focusses most on the negligence shown by the DVLA but at the end of the article the usual road safety folks raise their voice. All rather needless if a little thought had been given by all those involved on exactly what they were trying achieve.