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ISE.co.uk, 25th July 2007
Car giant BMW has been rapped after a watchdog ruled an advert for their Mini encouraged speeding.
The Advertising Standards Agency (ASA) announced it had upheld complaints from members of the public that the internet based ad glorifying the "extra oomph" of new Minis was irresponsible and encouraged speeding.
Following an investigation the ASA ruled the advert had breached one safety code and three motoring regulations.
The ASA warned the car firm about future campaigns that might encourage speeding and also advised them to take more advice before publishing ads.
The ad on a newspaper internet site showed a close-up of a man sat at the wheel of a Mini, driving down the road - including instructions for surfers to "FLOOR IT" using an interactive pedal.
When users clicked the pedal icon the car in the graphic accelerated until the driver's face appeared to ripple with the G-Force caused by the speeding. The ad finished with the words: "NOW WITH EXTRA OOMPH THE ALL NEW MINI ONE MINI COOPER MINI COOPER S AND MINI COOPER D".
The ASA said it accepted that the ad was only shown to people who clicked on the pedal icon and not those who were just browsing through the site.
It also took into account the fact the ad was "surreal" and that a Mini could not get up to the speeds displayed within the graphic.
However, it added: "We nonetheless considered that the ad encouraged users to interact with it to cause the man to be shown travelling at excessive speeds.
"We considered that the advert made speed and acceleration the predominant message and could be seen to encourage speeding."
The ASA ruled the advert had breached the Committee of Advertising Practice (CAP) code clause 10.1 about safety that states ads should not "encourage or condone unsafe practices".
Additionally the advert was also deemed to breach three motoring codes, however it was not found to be in breach of responsible advertising codes.
The ASA concluded: "We told BMW not to repeat the approach and advised them to consult CAP Copy Advice when preparing future ads".
Ad agency Glue London, responding to complaints on behalf of BMW, claimed marketing campaigns were "aimed at people who enjoyed the Mini's sense of fun and cheekiness".
They maintained that "speed and acceleration were not the predominant message of the ad", but that it was intended to "generate interest in the launch of the new MINI range and to promote the new MINI engine, which had improved emissions and fuel consumption".
Pointing out that the Mini had an "excellent safety record", Glue said Mini had not received any complaints - but added the ad had now ended and would not be shown again
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