In response to the actions of the Quebec division of the AIA, Ford Canada pulled its regional advertisements for oil filters.
In early March 2013, it was brought to the Quebec Division Board’s attention that Ford Canada was distributing flyers to its light duty truck owners in Quebec that advertised its oil filters and stated that “Si vous ne choisissez pas un filtre Ford, vous n’avez pas la garantie Ford” (If you don’t choose a Ford filter, you won’t have Ford’s guarantee), which can be taken to mean that purchasing a non-Ford filter voids a customer’s warranty. In the interest of protecting fair market competition and the aftermarket industry in Quebec, the Division lodged a complaint with the Office de la protection du consommateur du Québec outlining its issue with the statement.
Despite Ford Canada’s insistence that the statement only meant that customers would not benefit from Ford’s warranty on their filters if a non-Ford filter was purchased, the Office de la protection du consommateur du Québec declared that the statement was false and misleading and was therefore prohibited. Ford Canada’s lawyers were informed of such in a letter, dated May 1st.
The Quebec Division is therefore pleased to confirm that thanks to its efforts, Ford Canada has now pulled the advertisement, and would like to thank its members for bringing attention to the issue.
AIA would like to take this opportunity to remind all of its members that it is important to remain vigilant and to report any damaging advertisements to AIA so that they can be addressed to protect the best interests of the aftermarket industry and to ensure its profitability.