BMW ad banned due to 'irresponsible' engine revving sound

The ASA stated that a motoring advertisement should not demonstrate power, acceleration or handling characteristics.

A new radio advertisement for the BMW M brand has been banned in the UK, after one listener complained that the sound of the car's engine revving was 'irresponsible'.

According to a media report, the BMW M brand advert opens with a revving sound of a car's engine. This sound is then broken with a voice-over, before changing to a slightly louder revving sound from a car.

The Advertising Standards Authority (ASA) is said to have upheld the complaint from the disgruntled listener. The ASA stated that a motoring advertisement should not demonstrate power, acceleration or handling characteristics. The ASA code also states that an advertisement should not refer to speed in a way that it might encourage 'dangerous, competitive or irresponsible driving'.

BMW tried to defend the advert, stating that the car was not being driven at speed. They further stated that the revving sound used in the advertisement was recorded when the car was static. However, ASA has continued to uphold the ban on the advert.

Source: Express UK