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Advertising watchdog tells Jaguar not to glorify speed on its website

An advert showing Jaguar cars being driven on a closed public road in Switzerland has been banned for "glorifying speed".

The Advertising Standards Authority has now told Jaguar not to portray speed as the focus of an advert in future, and also told Jaguar not to portray driving behaviour that might encourage motorists to drive irresponsibly in future.

The order comes after a complaint about four video adverts on Jaguar's UK website, which the carmaker said were designed to highlight its cars' technology and abilities.

The footage of the cars on the open highway was filmed in Switzerland on closed sections of road on the Sustenpass and the Grimselpass.

Scenes showed cars driven at speed on a mountain road and through a tunnel, and crossing central white lines, interspersed with close-ups and the sound of an engine revving.

Jaguar explained that they wanted to make it clear the roads were closed with the inclusion of a caption, stating "FILMED ON CLOSED ROADS WITH A PROFESSIONAL DRIVER. DO NOT ATTEMPT. ALWAYS OBEY LOCAL SPEED LIMITS". However, they said this was mistakenly omitted.

The ASA said the advert breached advertising rules on social responsibility and motoring.

Ironically, Jaguar revealed its new F-Type Project 7 today which will be its fastest ever production model.



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