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BMW censored by ASA for M4 ad

BMW has been told not to run an ad for the M4 after watchdogs agreed with a complainant that it encouraged unsafe driving.

The ad mixed shots of a car on a racetrack with those of a car driven 'sedately', BMW said, on a public road.

BMW (UK) said the ad differentiated clearly between the sedate cruising of one M4 on public roads, where the Highway Code was obeyed at all times, and the on-track element.

It said that the road driver was calm and in control, that he did not overtake other traffic, cross white lines, or exceed UK speed limits, and that the roads were clear of other vehicles and pedestrians. BMW stated that the sections of the ad featuring the car on a race track were "clearly differentiated".

The Advertising Standards Authority said in some shots it was unclear which setting was shown, the ad blurred the distinction between track and road.

The ASA ruled the ad must not appear again in its current form. Future ads must not link racetrack and road driving styles in a way that promotes speed or irresponsible driving.

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  • Common Sense John - 15/10/2014 14:05

    Yet another ridiculous move by the ASA. Or should they re-name it to ASS?

  • Neil Burrows - 16/10/2014 17:41

    Disappointing but hardly surprising. It's time for the ASA to wake up to the broader issue of how driving behaviour is promoted in general advertising. This latest response is a throwback to the 1990s and BMW seem an easy target. If their concern is about promoting dangerous driving then the ASA need to look at ads for computer games which show far more aggressive driving behaviours likely to influence young and aspiring drivers. They are fishing in the wrong pond.

  • Stewart - 18/10/2014 09:40

    The ASA should really grow up, it's 2014 and the general public are quite intellegent, someone please tell them.

  • Stewart - 18/10/2014 09:42

    Sorry I forgot they are civil servents of course, I rest my case