BMW banned from UK radio for encouraging dangerous driving

BMW had to remove one of its radio ads in the UK because the Advertising Standards Authority deemed it irresponsible. The brand was found guilty of encouraging speeding and reckless driving.

In the UK, apparently, radio announcement regulations for car companies prohibit the sound of a running engine. Brand BMW M. felt the effect of that rule this week when one of his commercials was banned by the Advertising Standards Authority (ASA) in the UK., which regulates advertising and considers who is responsible. And, in this case, there is no advertising.

What happened to the BMW announcement?

All it took was a complaint to the ASA about the irresponsibility of advertising, according to UK Express. The regulatory panel agreed and it was formally withdrawn.

According to Express, advertising starts with BMW engine rpm, cuts to the announcer, who says, “We could use big words like flamboyant, muscular, or charming to tell you what he looks like. Or we could use an attractive combination of colorful words to describe exactly how you feel. But all you really want to hear is this." Then the motor revs up again, louder this time..

Article 20.1 of the ASA states that automotive advertising "must not encourage dangerous, competitive, reckless or reckless driving or motorcycle riding. Advertising should not suggest that driving safely or riding a motorcycle is serious or boring.”

Is the sound of acceleration inherently dangerous within speed limits?

Rule 20.3 goes further: “Automotive advertisements must not display power, acceleration or handling characteristics except in an explicit safety context. Reference to these characteristics should not indicate emotion, aggression, or rivalry." Separately, the ASA says, “Auto advertising must not refer to speed in a way that might justify or encourage dangerous, competitive, reckless, or reckless driving or motorcycle riding. Actual claims about the speed or acceleration of the vehicle are allowed, but should not be presented as a reason to prefer the advertised vehicle. Claims about speed or acceleration shouldn't be the main selling point of an ad."

A set of strict rules for a performance brand

Express reports. BMW attempted to defend its claim that the acceleration sound lasted less than a second and was recorded while the car was stationary.. This did not help his case, and the ASA upheld its decision.

The sounds of acceleration are mesmerizing, however, when you hear them on the radio, you may not want to race your car down the road, but rules are rules. If Boris Johnson implements his plan to ban new diesel and petrol cars by 2030, the sound of an electric squeal will still replace the roar of an internal combustion engine.

********

-

-