Italy Halts BYD's 'Purefication' Campaign Amid Defamation Claims

Italy's advertising authority has stopped BYD’s ad campaign following defamation allegations from Stellantis. The campaign, promoting bonuses for owners of models with problematic timing belts, was deemed misleading under Italian guidelines. Stellantis praised the decision as protective of consumers and competitors.

Italy's advertising standards authority has intervened to halt a contentious ad campaign by Chinese electric vehicle manufacturer BYD, citing defamation concerns raised by Stellantis, a Franco-Italian automotive group. The ruling, decided Tuesday and made public Wednesday, challenges BYD's promotional incentives targeting owners of vehicles with specific engine timing belts found in some Stellantis models, like Peugeot and Citroen.

Launched as the 'Purefication' campaign, BYD enticed potential customers with discounts of up to 10,000 euros for trading in vehicles with 'oil-bath' timing belts. These components are linked to Stellantis' Puretech engines, known for past reliability troubles, including recalls and extended warranties.

The advertising watchdog concluded that BYD's messages violated Italian rules, implicating defamation, misleading communications, and improper comparative advertising. BYD did not immediately respond to the ruling. The decision aligns with Stellantis' advocacy for fair competition, hailed as crucial for safeguarding consumer interests.