An Act to Protect Maine Consumers Shopping for Electric Vehicles from Deceptive Advertising and Marketing Practices
Summary
LD 1324 would prohibit motor vehicle manufacturers and dealers from using deceptive advertising or marketing that falsely suggests gasoline-powered hybrid vehicles are electric vehicles or are primarily powered by electricity. The bill defines “electric vehicle” as a vehicle powered solely by an electric motor with no internal combustion engine, and defines “gasoline-powered hybrid vehicle” as a vehicle that uses both an internal combustion engine and an electric motor, with the engine as the primary power source and no plug-in capability.
The bill specifically bars the use of terms and imagery that could mislead consumers, including words such as “electrified,” “beyond zero,” “electric,” “E,” “EV,” or “range” when used for vehicles primarily powered by internal combustion engines, as well as imagery like lightning bolts, batteries, electric currents, plugs, and sockets. The prohibition would apply across print, online, radio, television, and dealership or event signage. Enforcement authority would rest with the Attorney General, and a violation would also constitute a violation of the Maine Unfair Trade Practices Act.
Impact
If enacted, the bill would add a new consumer-protection restriction on vehicle advertising in Maine and create a specific statutory standard for distinguishing electric vehicles from gasoline-powered hybrids in marketing. It would give the Attorney General authority to enforce the new requirements and expose violators to remedies available under the Maine Unfair Trade Practices Act, affecting auto manufacturers, dealers, and advertisers that market hybrid or electric models in the state.
Sentiment
Based on the bill title and text, the measure appears consumer-protection oriented and aimed at preventing confusion in the growing electric-vehicle market. No committee transcript or vote record is available here, so there is no documented floor or committee sentiment to summarize. The bill’s framing suggests support from lawmakers concerned about misleading green or EV-related advertising, but the record provided does not show formal debate or opposition.
Contention
The main point of potential contention is how broadly the bill would reach marketing language and imagery that may be common in automotive advertising, especially for hybrid vehicles that incorporate electric components but are not fully electric. Dealers and manufacturers could argue that terms like “electrified” or “EV” are descriptive or industry-standard, while supporters would likely contend that such terms can mislead consumers into believing a gasoline-powered hybrid is fully electric. Another possible issue is enforcement and interpretation: determining what would “lead a reasonable consumer” to believe could create disputes over borderline advertisements.