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Motorcycle Advert UPDATE
BMF News 29 August 2024
The Advertising Standards Authority (ASA) finds in favour of the British Motorcyclists Federation’s (BMF), over our complaint concerning JD Sports’ “irresponsible and unsafe” advertising campaign.
Earlier this year the BMF lodged a formal complaint with the ASA regarding JD Sports’ advertising campaign for Nike Air Max clothing which, in the view of BMF and other concerned parties, depicted motorcycle riders engaged in “unsafe” riding practices. (click here to read that article) The BMF’s view was that the ads were irresponsible and condoned unsafe and irresponsible riding practices. In their response, JD Sports said they did not consider that their ads depicted activities that broke the Highway Code, and that the focus of their ads was on clothing and footwear.
Although the ASA did not uphold all of the issues raised by the BMF, including the issue around casual trainers not providing suitable protection for riding a motorcycle safely, they did find in favour of our key complaint that the ads were irresponsible and condoned unsafe riding practices. The ASA concluded that some of the riding manoeuvres depicted in the JD Sports advertising campaign would be “unsafe and irresponsible” if emulated on a public highway, that some of the ads “condoned unsafe or irresponsible driving” and as such were in breach of CAP Code (Edition 12) rules 1.3 (Social responsibility) and 19.2 (motoring). The ASA concluded that the relevant ads must not appear again in the form complained of. They have also instructed JD Sports to ensure that their future advertising does not “condone or encourage unsafe driving practices.”
Paul Morgan CBE BMF’s Government Relations Executive said “The conclusions reached by the ASA, in upholding the key complaint of the BMF, represent a victory for common sense and importantly for road user safety. As the BMF maintained all along, the JD Sports advertising campaign was irresponsible and condoned unsafe and irresponsible riding practices. JD Sports must now ensure that the relevant ads do not appear again and that in future their advertising campaigns do not condone or encourage unsafe driving practices. The BMF is a leading campaigner engaged in work to ensure the safety of all road users. We will not hesitate to take action to protect those using the UK’s road network, particularly in respect of motorcyclists and other vulnerable road users.”
You can read the full report from the ASA here
Background Note:
The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes).
The Committee of Advertising Practice (CAP) is the sister organisation of the ASA and is responsible for writing the Advertising Codes. The ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.
About the ASA
We’re passionate about what we do because responsible advertisements are good for people, society and advertisers. Our mission is to make every UK ad a responsible ad.
We respond to concerns and complaints from consumers and businesses and take action to ban ads which are misleading, harmful, offensive or irresponsible. As well as responding to complaints we monitor ads to check they’re following the rules. We also conduct research to test public opinion and identify where we need to take action to protect consumers.
Top image courtesy of Peter Laidlaw, BMF Director of Member Services.