British car dealership forced to apologise for its own name after watchdog finds it would 'cause serious racial offence'

1 sources1 storiesFirst seen 9/23/2026Score26Mixed Progress

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A family-run car dealership has been forced to apologise for its own name after the advertising watchdog found it was likely to cause "serious racial offence".Car import firm Jap Car South said sorry to "any members of the public" who were offended by the use of "Jap" in the firm's name.A single complaint to the Advertising Standards Authority (ASA) determined the car importer's name included a harmful and offensive racial slur.The firm's logo also included a logo of a stylised sun, similar to the Japanese rising sun flag, with the text Jap Car South Ltd superimposed on it.

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TRENDING Stories Videos Your Say The family business has been trading since 2020, dealing directly with the Japanese market when purchasing vehicles.Its website currently includes listings for Nissan and Honda cars.The Southampton-based business said Jap had been used as a shortened form of Japan or Japanese, and it had not previously received any feedback in Japan or the UK that the name was offensive or could...

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