JD Sports has faced a significant setback as the Advertising Standards Authority (ASA) has banned a series of Nike advertisements for promoting irresponsible and unsafe driving.
The advertisements, which featured motorcycle and quad bike riders wearing Nike Air Max clothing, have drawn more than 60 complaints. These complaints, including those from the British Motorcyclists Federation, primarily concerned the depiction of the riders performing stunts such as wheelies and drifting.
Complainants argued that these ads showcased illegal and irresponsible road use, with additional concerns raised about riders wearing trainers and athletic wear instead of protective equipment. JD Sports defended the ads, stating that the portrayed motorbikes were incidental rather than central to the campaign. The company also clarified that the photos were taken in controlled environments such as private warehouses or closed roads.
JD Sports asserted that the ads did not depict activities violating the Highway Code, emphasizing that the primary focus was on the clothing and footwear. The company believed that consumers would recognize the staged nature of the shots and not attempt to replicate the stunts. Additionally, one of the advertisements included a disclaimer warning consumers that the stunts were executed by professionals and should not be tried at home.
However, the ASA upheld the initial complaints, citing the CAP Code, which mandates that advertisements must not condone or encourage dangerous driving. The authority deemed the depicted stunts as “unsafe and irresponsible” if performed on public roads, and found the provided disclaimer insufficient to mitigate this risk.
Regarding the complaints about the lack of protective gear, JD Sports noted there is no legal obligation for motorcyclists to wear protective equipment aside from helmets. Therefore, the clothing worn by the riders did not breach any rules or recommendations of the Highway Code. The ASA concurred on this point, acknowledging that while specialised motorcycle gear is recommended, it is not legally required.
The ASA’s decision serves as a reminder to advertisers about the importance of adhering to safety guidelines and regulations, and ensuring that their campaigns do not inadvertently promote unsafe behaviour.