text: In the UK, the Advertising Standards Authority, an independent body charged with policing the rules of the advertising industry, ruled that a television advert for the Toyota Prius, which claimed "what if all cars were like the Prius, with its hybrid synergy drive technology, it emits up to one tonne less CO2 per year", and had the on-screen text: "1 tonne of CO2 less than an equivalent family vehicle with a diesel engine. Average calculated on 20,000km a year. Toyota Prius: CO2 emissions: 104g/km", breached rules concerning misleading advertising, evidence, implications, environmental claims, comparative advertising, and stated that the advert should not be broadcast again in the same form.