BMW M760Li xDrive Advert Gets Banned In The UK

BMW has had an advert banned in the a UK newspaper, The Telegraph for encouraging speed. The German Auto had advertised its 610 horsepower M760 Li xDrive in the  British newspaper, highlighting its 0-62 mph stats which is 3.7 seconds and the fact that it is the fastest accelerating BMW to date.

So a reader of the newspaper decided to snitch, sorry, complain about the about the advert’s focus on the luxury sedan's speed. They also complained that the strapline of the advert, 'luxury just lost its manners,' “condoned or encouraged irresponsible driving.” and this one complaint led the ASA to take swift action.

BMW has effectively been banned from using the advert ever again, and was warned to “ensure they did not make speed or acceleration the main message of their future marketing communications.” However both BMW and The Telegraph have defended the accusations, arguing that 62 mph was within the national speed limit on UK motorways.

They also downplayed the “luxury just lost its manners” strapline as “advertising puffery” that couldn't be directly linked to dangerous driving. However, the ASA insisted that listing the stats highlights the performance of the M760Li xDrive, adding that another line saying “for some, the climb to the top is quicker” further emphasizes the speed. BMW said this reflected their audience climbing to the top of their careers, but the advert was banned regardless.