Mini Runs Into Trouble With Adventure Ad

BMW has run into trouble with the ASA over advertising for the new Mini. A number of complaints were recieved about a national press advertisement in the “Mini Adventure” series which showed a young man taking his father’s Mini out without permission, but managing to bring it back without a scratch, because, as the advert stated “Fancy-brake-type-stuff, as standard, averts disaster”.

Complainants said that the ad was irresponsible as it portrayed taking a car without permission, driving dangerously and driving uninsured as fun, and might encourage people to break the law by doing so.

The advertisers said that the portrayal of the boy borrowing his father’s car did not constitute theft, and that it was not suggested that the driver was uninsured. They also said that the driver did not drive dangerously but avoided obstacles and averted disaster. However, the Authority felt that the ad did portray taking the car without permission as fun and thought that readers could infer that the car was being driven dangerously. It considered that the ad was unlikely to encourage law-breaking, but concluded that it was irresponsible, asking the advertisers to take a different approach in future.

ASA: 020 7580 5555 www.asa.org.uk

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