Car ad ban for ‘irresponsible revving’
A radio ad for a BMW car has been banned after a listener complained that sound of the engine revving was "irresponsible".
Theadforthebmwmbrand, heard in March, opened with the revving sound of a car engine before a voice-over said: "We could use big words like striking, muscular or captivating to tell you what it looks like, or use an alluring combination of colourful words to describe exactly what it feels like. But all you really want to hear is this", at which point the louder sound of a car engine revving was heard.
A listener complained that the advert and the car engine sounds were irresponsible.
BMW said that BMW M was their sub brand for their performance and sport car range, and the engine would make a different sound to that of a non-performance car.
They said the total engine noise lasted for less than a second of the 30-second ad and it was apparent that the sound was recorded when the vehicle was static and was not suggesting that the car was being driven at speed or with rapid acceleration.
Upholding the complaint, the Advertising Standards Authority (ASA) said rules stated that motoring ads must not demonstrate power, acceleration or handling characteristics, except in a clear context of safety.
The code also stated that ads must not refer to speed in a way that might condone or encourage dangerous, competitive, inconsiderate or irresponsible driving and that speed or acceleration claims must not be the main selling message of an ad.
The ASA said it did not consider that the ad made speed and acceleration the main message of the ad or referenced speed in a way that would encourage dangerous or irresponsible driving.
"However, because the ad demonstrated the power of the car, not in the clear context of safety, and in a way that suggested excitement, we concluded it was in breach of the code."
It ruled that the ad must not be broadcast again in its current form, adding: "We told BMW UK to ensure that future ads did not demonstrate power - except in the clear context of safety - or in a way that suggested excitement."
The ASA also banned two Facebook posts by the clothing retailer Motel Rocks for featuring models who appeared to be unhealthily thin.
The posts, seen on 9 April and in May, drew five complaints that they were irresponsible because of the models' apparent size.
Rustin and Mallory Wholesale, trading as Motel Rocks, told the Advertising Standards Authority (ASA) that they had removed the images.
The ASA found that the first ad made the model look unhealthily thin and was therefore irresponsible, noting that the woman's thighs appeared to be the same width as her lower leg, and out of proportion with the rest of her body.
The picture was exaggerated by the ad's lighting, the angle of the image and the position of the model getting out of the car.
The second ad made the model's arm and shoulders appear very thin, with her bones appearing prominently.