The UK’s Advertising Standards Authority (ASA) has taken a firm stance by banning a Twix advert that promotes reckless driving. This ruling, a response to numerous viewer complaints, underscores the ASA’s commitment to upholding advertising ethics and road safety.
Following a formal investigation, the ASA concluded that the advertisement contravened the UK Code of Broadcast Advertising by comically depicting reckless driving without openly condemning it or portraying it as a realistic representation of actual life.
Twix Advert
A male with a Twix chocolate bar in his hand drives past a busy city in the advert. He removes both hands from the steering wheel at one moment as if momentarily distracted by the feeling or taste of the snack. His smile is one of satisfaction or pleasure, and the background music is upbeat and light-hearted.
Although the scene lasted only a short while, the driver’s behaviour raised questions. The public was concerned that the advertisement might convey a dangerous message, particularly to young viewers or those with sensitive content, given that he did not appear to have control over the car.
Safety Driving
Several viewers made formal complaints to the ASA. They argued that the advert contained actions that were flagrantly contrary to safe driving protocols, such as the need for drivers to always be in full control of their vehicles. The image can be said to normalize or even glamorize careless or inattentive driving, the complainants argued.
They voiced worries that the commercial would affect how people behave in real life, particularly young drivers who might find the activity amusing or innocuous.
ASA Investigation
The ASA conducted a comprehensive review of the advert, meticulously assessing its tone, context, and potential influence on viewers. The authority’s verdict highlighted a scene that could be easily replicated and failed to clearly distinguish the advert’s humour from the serious dangers of reckless driving.
The ASA, in its ruling, emphasized the importance of road safety and noted that even humorous ads should avoid depicting actions that could be potentially lethal if emulated. The ASA, therefore, banned the advertisement from being broadcast in its current form, reaffirming its commitment to upholding advertising standards that prioritize public safety.
Mars Wrigley
The company that owns the Twix brand, Mars Wrigley, responded promptly to the ASA’s decision. The company apologized in a statement to the public for the confusion caused by the advertisement, which promoted dangerous driving, and agreed with the points raised. Mars Wrigley emphasized that the ad was intended to be light-hearted and humorous and that the creatives never intended to divert attention from road safety.
Mars Wrigley, the company that owns the Twix brand, has committed to reviewing its advertising practices and holding itself more firmly to legal standards in future campaigns. This commitment offers hope for more responsible advertising in the future, as the company vowed to promote messaging appropriately on all of its marketing materials and reaffirmed that it will not reissue the advertisement in the UK.
Road Safety
The ASA ruling encouraged a broader debate about the limits of advertising comedy. Some public figures and industry commentators defended the advert, arguing that it clearly exaggerated and fabricated the content, and that viewers would not treat it as a guide for real-life behavior.
Others supported the ASA’s ruling, including campaigners and road safety organizations. They pointed to statistics that show one of the leading causes of accidents on UK roads is careless driving. Safety campaigners have warned that trivializing or trivializing dangerous road behaviour may have serious consequences, as the Department for Transport asserts that driver inattention has contributed to thousands of recent crashes.
ASA Decision
Several road safety organizations welcomed the ASA’s action. In a comment, Brake, one of the UK’s leading road safety charities, welcomed the watchdog for being resolute in opposing the devaluing of dangerous driving habits. The organization emphasized the need to maintain clear and consistent messages about road safety across all media, including advertising, and appreciated the ASA’s role in promoting this crucial message.
Protesters noted that drivers risk themselves, fellow road users, passengers, and pedestrians when they remove their hands from the steering wheel, even for a moment. They warned that making this sort of behaviour normal—albeit for humorous purposes—may cause people to become less vigilant about the importance of safe driving behaviour.
The prohibitions on Twix commercials illustrate the challenges businesses face in striking a balance between social conscience and creativity. Although humour remains an extremely powerful advertising tool, companies must be careful about the implications their words may have, especially in areas as critical as public safety.
Big marketers consider these decisions seriously, as Mars Wrigley’s reaction testifies, and the ASA’s conclusion makes it quite clear to the industry that even a small distraction, whether real or perceived when driving, can be damaging.
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