JD Sports Fashion, a sports and athleisurewear retailer based in Bury, has received censure from the Advertising Standards Agency (ASA) following a complaint over a poster that was claimed to depict dangerous driving practices.
The controversial advertisement featured an image of two individuals inside a car. The driver was shown with their hands on the steering wheel, looking straight ahead towards the windscreen. Below this image, a second picture displayed a car parked among a group of people, with an individual positioned outside the rear passenger window.
A complainant raised concerns about the advert, arguing that it condoned and encouraged reckless driving. JD Sports defended itself by stating that it did not believe the ad endorsed unsafe driving practices and emphasized that it was not involved in the creation of the images. However, the company did acknowledge that the models in the ad were not wearing seatbelts.
JD Sports explained that the car shown in the second image was stationary and that there was no indication that it was in motion. Furthermore, the company stated that the use of the car was incidental to the advertisement’s purpose of showcasing adidas clothing and footwear.
Adidas UK also supported JD Sports’ stance, stating that the ad did not suggest that the car was moving. They confirmed that the image in question had been removed from circulation in April 2023.
However, the ASA upheld the complaint, asserting that marketing communications should not condone or encourage unsafe or irresponsible driving. According to the ASA, the driver’s posture with both hands on the steering wheel and their focus on the road created the impression that the car was in motion. The second image, featuring an individual outside the car, further reinforced this idea. The ASA concluded that consumers would likely assume that the individuals in the first image were traveling to the event depicted in the second image.
The ASA also noted that neither individual in the advertisement was wearing a seatbelt, a violation of the Highway Code. As a result, the ASA ordered that the ad should not appear in its current form and instructed adidas and JD Sports to ensure that future advertising does not portray unsafe driving practices. They emphasized the importance of preparing ads with a sense of social responsibility.
In light of the ASA’s ruling, JD Sports Fashion and adidas will need to revise their advertising strategies to avoid any further controversy related to the portrayal of dangerous driving practices, thus ensuring the promotion of safety and responsibility in their marketing campaigns.
