A tweet that appeared on BMW’s UK Twitter feed has been banned by the Advertising Standards Authority (ASA) for encouraging excessive speed.
The tweet, which also appeared as a promoted ad, read “Capable of 0-62mph in just 4.8 seconds, the new #BMW M235i promises you one hell of a ride”. The ad also featured an image of a red BMW turning a corner, with the background blurred.
BMW (UK) said the tweet did not “depict speed in any way” that might encourage motorists to drive irresponsibly or break the law. The car marque added that the words “one hell of a ride” refereed to the car’s driving characteristics rather than its speed capabilities.
The ASA agreed that the highest speed quoted in the ad was not excessive (62mph) and that the text “one hell of a ride” did not necessarily relate to excessive speed, but ruled that the overall effect of the ad was that speed was the main message.
For this reason the ad was banned and must not appear again in its current form.