An advert showing Jaguar cars being driven on a closed public road in Switzerland has been banned for "glorifying speed".
The Advertising Standards Authority has now told Jaguar not to portray speed as the focus of an advert in future, and also told Jaguar not to portray driving behaviour that might encourage motorists to drive irresponsibly in future.
The order comes after a complaint about four video adverts on Jaguar's UK website, which the carmaker said were designed to highlight its cars' technology and abilities.
The footage of the cars on the open highway was filmed in Switzerland on closed sections of road on the Sustenpass and the Grimselpass.
Scenes showed cars driven at speed on a mountain road and through a tunnel, and crossing central white lines, interspersed with close-ups and the sound of an engine revving.
Jaguar explained that they wanted to make it clear the roads were closed with the inclusion of a caption, stating "FILMED ON CLOSED ROADS WITH A PROFESSIONAL DRIVER. DO NOT ATTEMPT. ALWAYS OBEY LOCAL SPEED LIMITS". However, they said this was mistakenly omitted.
The ASA said the advert breached advertising rules on social responsibility and motoring.
An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
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