London - We love the BMW Mini. They are zippy, small, safe and sporty. They also emit relatively low amounts of CO2 (usually VED band B or C). Mini’s campaign for its new convertible Cabriolet model features a series of outdoor ads with the strapline ‘Stay open’.
Unfortunately, BMW’s new advertising push is illegal because the ads fail to comply with new VCA advertising codes, which were agreed by the agencies and the DfT earlier this year in response to our legal challenge. From this month, all outdoor adverts must display the CO2 and fuel economy information in a font large enough to be easily read from across the road.
The new billboard ads are part of Mini’s first global ad campaign, created in tandem by German marketing agency Plantage Berlin and WCRS.
We Are Futureproof documented several cases where the ads were unlawful, and sent a complaint to the VCA. If the VCA rules against the BMW-owned marque, it will be reported to the DfT, and BMW may have to amend or retract the ad campaign.
