The Advertising Standards Authority (ASA) has censured a major sports retailer from Bury for its recent advertising campaign that some viewers felt promoted dangerous driving practices.
The complaints centred around four advertisements: a Facebook page cover photo, a Facebook reel, a paid-for Facebook post, and a poster, all showcasing the retailer’s range of clothing. Advertisement (a), posted on 4 March 2024, featured three stationary motorcycle riders wearing the brand’s clothing, with one image depicting a rider performing a wheelie. Advertisement (b), a Facebook reel posted on the same day, included shots of motorcycle and quad bike riders drifting and performing wheelies in an urban setting, accompanied by a disclaimer stating, ‘*STUNTS PERFORMED BY PROFESSIONALS – DO NOT TRY AT HOME*. Advertisement (c), seen on 9 March 2024, showed a close-up of a branded shoe on a motorcycle peg. Advertisement (d), a poster seen on 12 March 2024, featured riders performing stunts while wearing the clothing.
The ASA received 60 complaints, including feedback from the British Motorcyclists Federation. Some complaints highlighted that advertisements (a), (b), and (d) depicted illegal and irresponsible road use. Others argued that the ads were irresponsible as they showed riders wearing trainers and athletic wear rather than protective gear.
The retailer defended the adverts, explaining that the motorbikes were incidental to the ads and that the imagery was captured either within a leased warehouse space or on a closed road. They asserted that the advertisements did not depict activities that violated the Highway Code and that viewers would not interpret the ads as real-life representations, given the superimposed warning text. They added that the advertised products were not marketed as Personal Protective Equipment and noted that, aside from a helmet, there is no legal requirement for motorcyclists to wear additional protective gear.
Nevertheless, the ASA concluded that the ads in question featured imagery of stationary and moving motorcycles and quad bikes, with riders performing stunts such as wheelies and drifts. They noted that ad (b) also included shots of a rider’s foot off the bike peg, moving along the ground while the vehicle was in motion. Despite the disclaimer in ad (b), the ASA deemed the depicted manoeuvres unsafe and irresponsible if emulated on public roads. They found the warning text insufficient to mitigate the potential for viewers to imitate the actions. Moreover, the ads implied that the stunts were acceptable on public roads, which appeared to be the setting.
Consequently, the ASA ruled that advertisements (a), (b), and (d) breached the CAP Code (Edition 12) rules 1.3 (Social responsibility) and 19.2 (Motoring) and must not appear again in the same form. They instructed the retailer to ensure future ads do not condone or encourage unsafe driving practices.
The ASA’s decision serves as a critical reminder of the importance of social responsibility in advertising, particularly concerning safety. Advertisers are urged to exercise caution and responsibility to prevent the encouragement of unsafe practices.