ASA Adjudication on KTM-Sportmotorcycle UK Ltd

Ad

An ad, in Bike Magazine, showed a man seated on a motorcycle. He was wearing a helmet and gloves and the scenery around him was blurred. Text next to him read "690SM THE FIRST DRUG ON TWO WHEELS." Further text at the foot of the page read "FOR A NEW DIMENSION IN RACING: THE NEW 690 SUPERMOTO. For speed ... For you: "Ready to Race" at your local authorised KTM dealer."

Issue

1. The complainant challenged whether the ad irresponsibly linked the thrill of riding a motorcycle at speed with illegal drug use.

2. The ASA challenged whether the ad irresponsibly portrayed speed as the predominant message of the ad.

CAP Code (Edition 11)

Response

1. KTM-Sportmotorcycle UK Ltd (KTM) said they manufactured performance and racing-orientated motorcycles and told the ASA that their philosophy was "ready to race". They emphasised, however, that they would never seek to associate the use of drugs with riding one of their motorcycles as that was against their brand values. They said the ad was intended to convey the KTM rider's deep passion for motorcycle riding. KTM explained that the reference to a "drug" in the ad was intended only to mean that the rider was so passionate about his hobby that he was addicted to it.

Emap said they were no longer running the ad in any of their publications. They said they took the view that motorcycle riding was very addictive but added that they did not consider that the ad endorsed illegal drug use.

2. KTM said blurred backgrounds were common in ads for motorcycles and explained that it was a theme common to all their 2007 ads. They said they believed such ads gave the impression of movement but not necessarily of speed.

Emap said the image in the ad was a panning shot and added that it would be difficult to take a photograph of a moving vehicle without the background appearing blurred. They argued that a blurred background would result even if the motorcycle was travelling at a very slow speed. Emap explained that KTM were a well-known racing manufacturer whose racing motorcycles were the cornerstone of their brand. They told the ASA that KTM motorcycles were also driven on-road but disagreed that the blurred background implied that the motorcycle was travelling at speed and made speed the predominant message of the ad.

Assessment

1. Not upheld

The ASA noted the comments submitted by KTM and Emap. We considered that readers of the ad were likely to be motorcycle enthusiasts who would relate to KTM's assertion that riding a motorcycle was addictive. We also noted the rider was wearing a helmet and considered that readers were unlikely to infer from the ad that his judgement was impaired through drug use.

On this point, we investigated the ad under CAP Code clauses 2.2 (Social responsibility), 10.1 (Safety), 48.1 and 48.4 (Motoring) but did not find it in breach.

2. Upheld

We were concerned that the blurred background suggested that the motorcycle was travelling at speed and considered that, when combined with the text that stated "FOR A NEW DIMENSION IN RACING ... For speed ... 'Ready to Race'" made speed the predominant message of the ad. We also considered that the image, together with the text that implied an addictive thrill, could be seen to portray speed in a way that could encourage motorcyclists to ride irresponsibly. We concluded that the ad breached the CAP Code on those grounds.

The ad breached CAP Code clauses 2.2 (Social responsibility), 48.2 and 48.3 (Motoring).

Action

We told KTM not to use the approach again and advised them to contact the CAP Copy Advice team for guidance with future ads.

Adjudication of the ASA Council (Non-broadcast)