Court bans Tesla from using Autopilot, California puts the brakes on marketing
Tesla received a painful, and for many long overdue, lesson in California. A state court banned the company from using the terms Autopilot and Full Self Driving in vehicle descriptions, ruling that they give consumers a misleading impression of what the cars can actually do. The decision forces Tesla to change its language quickly or face a halt in sales across the largest electric car market in the United States.
The case, brought by the California Department of Motor Vehicles, ended with a ruling that Tesla may no longer advertise its driver assistance systems using language that implies full autonomy. According to the Wall Street Journal, the court gave the company 90 days to bring its marketing materials into line with the decision. Failure to do so would trigger a sales ban throughout the state.
Regulators concluded that since 2022 Tesla relied on terminology that created a false perception among buyers. The cars cannot operate independently without constant driver supervision, yet the names Autopilot and Full Self Driving suggested otherwise.
Tesla’s lawyers argued that the company always explained the limits of its systems. Disclaimers appeared on the website, in the car’s infotainment system and in the owner’s manuals. The requirement for drivers to keep their hands on the wheel and their attention on the road was, according to Tesla, clearly stated.
The court was unconvinced. Its reasoning centred on the idea that advertising language shapes first impressions, and that fine print does not undo a misleading core message. As a result, the court ordered a 30 day sales ban, with enforcement delayed by 90 days following an agreement with the transport authority.
Tesla described the ruling as a consumer protection measure in a field where, in the company’s view, no actual consumer complaints existed. At the same time, it promised to make the necessary changes to avoid a sales freeze in California. In practical terms, that means abandoning words that shaped the company’s technological image for years.
It appears regulators and courts are no longer willing to overlook marketing that runs ahead of the technology itself. Tesla built its narrative on the promise of an almost autonomous future. Authorities now demand more precise language and a more sober picture. Progress will not stop, but the entire industry is being pushed to speak less about dreams and more about reality.
