Monday 21st September 2009

DVLA Flogs Database To Castrol

New ad campaign uses number plate cameras to target messages

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Castrol is using roadside cameras to read vehicle registrations and then flash individual motorists with a message stating that a Castrol product is 'the right oil' for their car.

'This particular initiative will be the first time in the UK that personalised messages have been communicated on advertising billboards,' says Castrol, as though it is a development we should all be joyous about.

'The process of registering the number plate to the message appearing on the billboard will take less than two seconds, and due to data protection, no registration plate data will be stored. Drivers can get their personalised oil recommendations by driving past the five trial sites in London for two weeks from 21 September,' it says.

We think this (so far) unusual campaign shows how far the DVLA is prepared to go in its increasingly naked attempts to extract revenue from its (sorry, 'our') driver and vehicle database.

And quite apart from the potential distraction to motorists of having their number plate flashed up on advertising hoardings, we wonder whether Castrol's authoritarian message should be modified to suggest other brands may be 'right' for your car too.

[Lucozade]

totally against this for a number of reasons. Safety being the biggest one. I don't want distractive signs with my number plate flashing up as I go past, as I should be concentrating on the road!

Disgusted that the DVLA can get away with this blatant commercialism. I wonder if "we" the motorist could raise a complaint as to how our data is being used.

[dougalAgain]

The question I want to know is what would it say for my previous car?
A Mitsubishi FTO which was registered with the DVLA as a Mitsubishi with no model details.
Because, what will happen if I put the "right choice" into my car and it's not actually the right choice?

Just a thought.

[tim2100]

article said:

Drivers can get their personalised oil recommendations by driving past the five trial sites in London for two weeks from 7 September,' it says.

Its a bit late isn't it?

[BIGBerries]

welcome to minority report! where is it all going to end??? a small part of your windscreen dedicated to "personalised" ads whenever your in it. ridiculous concept

[JADCampbell]

dougalAgain said:

The question I want to know is what would it say for my previous car?
A Mitsubishi FTO which was registered with the DVLA as a Mitsubishi with no model details.
Because, what will happen if I put the "right choice" into my car and it's not actually the right choice?

Just a thought.

Also - it has no idea of what oil is currently in your engine. We all know that mixing some oils can be a very bad thing indeed.

Oh yes, and also, what the fk does the DVLA think it's doing selling details of my car to ad agencies?!

[vinceh]

Frackin disgusting. The DVLA should be carpet-bombed and Castrol should be totally ashamed of itself for buying into a scheme that uses technology that is already inflammatory and that pees off drivers all over the country.

[speed-o-phile]

JADCampbell said:

dougalAgain said:

The question I want to know is what would it say for my previous car?
A Mitsubishi FTO which was registered with the DVLA as a Mitsubishi with no model details.
Because, what will happen if I put the "right choice" into my car and it's not actually the right choice?

Just a thought.

Also - it has no idea of what oil is currently in your engine. We all know that mixing some oils can be a very bad thing indeed.

Oh yes, and also, what the fk does the DVLA think it's doing selling details of my car to ad agencies?!

+10000000000000000

The cheeky f*ckwits. How dare they.

Next it will be what pills to purchase because your 'driving erratically due to stress'. Middle finger to ALL of this.

DVLA? Take a long rusty blade and then that dog can wear it as a trophy.

Pr*cks.

[alock]

I wouldn't mind if Castrol had to use their network for the greater good as well. Think of it as a company sponsored public service.

Just imagine if a large TV screen at the front of a petrol station forecourt highlighted the uninsured cars currently on the forecourt. I bet public embarrsment would make a certain percentage get insurance.

[GuinnessMK]

Hmm, looks like a challenge to me! I've got an MK Indy with a bike engine in it, on an age related plate. Wonder if their database can work that one out!

Mike

[vinceh]

alock said:

I wouldn't mind if Castrol had to use their network for the greater good as well. Think of it as a company sponsored public service.

Just imagine if a large TV screen at the front of a petrol station forecourt highlighted the uninsured cars currently on the forecourt. I bet public embarrsment would make a certain percentage get insurance.

IMHO this is a Pandora's box that really doesn't want to get opened. Do you really want to sanction limitless use of your personal and private data, supplied to HMG on the basis of legal requirement and supposed respect of privacy???

[Dazed & Confused]

Just playing devil's advocate, but isn't this database publicly available anyway? And as the DVLA can't make a profit, aren't Castrol effectively taking the edge of any future tax increases?

[Mr Gear]

"Your car is an Audi TT... Castrol recommend... Shell Helix."

[Jont999]

So is it only me who thinks this is kinda cool? would have made a detour to go try it out but it's too late now

[joz8968]

Who the fk do Castrol think they are! Who's to say that Magnacrap is right for ANY engine... let alone the 'correct' weight!!!

If I were to put that ste in my EJ20 motor, it would probably pick up a bearing!

Edited by joz8968 on Monday 21st September 14:17

[johno_VR6]

Have to laugh at the outrage in some of these responses.

How many distractions a day do you drive past on the road without planting your car into the back of someone elses?

How many advertisements do you drive past and ignore??

Yes it is a bit questionable them selling the data to a third party, but correct me if I am wrong, aren't your addresses, email accounts etc sold on daily, hence the hoards of junk mail??

This isn't a new concept, just the same old same old in a new format.

[Graham]

I'd like to know how they get away with that on the data protection act.. I suppose as the car details are not actually personal data... and the fact that the DPR is a govt organisation..

Disgusting that the dvla can do this...

[dandarez]

Easy. Boycott Castrol oils. That'd wake 'em up!

Always thought their product overrated anyway - when something's available in your local supermarket it's got to be.

As for the incompetent, money-grabbing, hypocritical DVLA, the less said the better.

[odyssey2200]

In response to this outrage, Can I be so bold as to suggest that we all avoid Castrol products like the proverbial plague?

That'll fk 'em!

[joz8968]

johno_VR6 said:

Have to laugh at the outrage in some of these responses.

How many distractions a day do you drive past on the road without planting your car into the back of someone elses?

How many advertisements do you drive past and ignore??

Yes it is a bit questionable them selling the data to a third party, but correct me if I am wrong, aren't your addresses, email accounts etc sold on daily, hence the hoards of junk mail??

This isn't a new concept, just the same old same old in a new format.

It's not so much the flashing sign in itself... more the fact that your bloody reg pops up!

It will invariably make you double-take, causing you to quickly think - possibly - that it's something to do with the coppazz or the govt. (if you weren't aware of said campaign). Thus causing needless anxiety for the driver for the rest of the journey! s!

Edited by joz8968 on Monday 21st September 14:47

[Chris-R]

tim2100 said:

article said:

Drivers can get their personalised oil recommendations by driving past the five trial sites in London for two weeks from 7 September,' it says.

Its a bit late isn't it?

Some confusion in Castrol press release. At the top it states the trial starts today, then later it mentions the Sept 7th date.

(The release was sent out by a PR outfit named 3 Monkeys Communications, but I doubt if that is relevant... )