Watch: Toyota Hilux ad deemed to display “illegal behaviour” by Australian regulators

Another Toyota ad has found itself in the spotlight of Australian regulators.

This time, an ad for the new Hilux is the centre of attention, as an investigation has found the brand to be in breach of advertising standard codes. 

This means that Toyota Australia will need to either modify the ad to be within standards, or pull it off air entirely. 

According to a report first published by CarExpert, the issues arose when the dogs were shown travelling in the back of the ute without any sort of restraint. 

“Complaints were received on the grounds that the ad depicts dangerous and potentially illegal behaviour,” said the Case Report from the Ad Standards Community Panel.

“Dogs are meant to be tethered or otherwise safely transported to ensure safety while travelling. Some of the complainants noted that there are exceptions for muster dogs, but the ad does not reflect best practice or community standards on transporting dogs.”

In response to the complaints and ruling, Toyota Australia said: “In the hero film, dozens of dogs – the ultimate symbol of loyalty – abandon their owners’ utes and leap into the tray of the new HiLux in a playful demonstration of the loyalty HiLux inspires.

“In the story, the driver isn’t aware of dogs accumulating in the tray of the vehicle until they are revealed at the end. His reaction is nonchalant, as though this happens often as a HiLux owner. The tone of the film is light-hearted and deliberately exaggerated.”

Following deliberation on the ad, it was decided by the panel that “Toyota will modify the advertisement.”