BMW had to withdraw radio advertising for cars in its M sports division in the United Kingdom. The reason is bizarre.
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Let’s describe the ad first. It is a spot that begins with the sound of a dialing engine. A short revolt will soon interrupt the voice of this message: “We could use words like striking, muscular or captivating to tell you what it (car) looks like. Or we could reach for a charming combination of colored words to describe exactly what it is. But all you really want to hear is this. “
At that moment, the dialed engine sounds again.
According to the British media, one of the listeners complained to the local advertising regulator, the Advertising Standards Authority (ASA). According to the complaint, it is irresponsible to include the sound of a dial-up engine in the advertisement.
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The ASA complained about the truth and ordered the carmaker to withdraw the radio spot. Although BMW argued that the sound of the engine from the half-minute commercial took less than a second and that the car stood still when the noise was filmed.
However, the controller insists that the spot is too focused on power. And in a way that suggests that performance brings excitement. That is why advertising allegedly violates British advertising rules.
According to the ASA, motoring advertising must not demonstrate performance, emphasize acceleration or driving characteristics and must not refer to speed in a way that could excuse or encourage “dangerous, competitive, reckless or irresponsible driving”.
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