Freedom in Europe

This article from Der Spiegel's English site barely needs commentary. Turns out that European Commission wants to reduce greenhouse gas emissions, and in their relentless drive do do so, have begun to try to regulate the way cars and light trucks in the European Union should be advertised. To do so, any print ad would have to dedicate a certain percentage of its area to emissions requirements, similar to how "nutritional facts" are listed on the back of your bag of Doritos. Puny Italian and French car makers are overjoyed; anyone who wants to produce or drive a real car, as opposed to a covered lawnmower, is angry.

There are two main issues here: first, the right to free speech (something about which Europe has never been as absolutist as Americans have been) and the general attitude of the Commission.

In the US, there are generally two things in a car ad: a pretty picture and the price, and sometimes not even that. It's understood that if the consumer is interested in buying a car, he will contact the dealership for additional information, such as gas mileage and how many cupholders a car has. Frequently, the bigger car has more cupholders. This is a trade-off, but a very important one. It is also important if leather seats are available, another environmentally unsound and expensive decision. Then, when the consumer decides that the BMW 5 Series is a better car for his or her lifestyle than the Fiat Punto, he ponies up the euros for it. This is how most people buy cars. However, the EU Commission believes that they need to tell you they know more about car-buying than you, and they'll help you pick a more "reasonable" choice.

But what really bothers me about the Commission is the hostility and condescension with which it routinely treats consumers. One commissioner helpfully pointed out that "We commissioners travel a lot,and we need large, comfortable, and fast cars." Of course, other commuters who aren't members of this elite 27 have no need for comfort or speed. You really should be traveling by bus anyway.

A professor in Germany describes the EU's view of the consumer "as a pathological idiot in need of supervision, as someone who can't tell the difference between red and white wine." Indeed. And by the way, you can't get leather seats on the Fiat Punto.