{"id":66744,"date":"2026-08-04T19:30:08","date_gmt":"2026-08-04T19:30:08","guid":{"rendered":"https:\/\/www.europesays.com\/germany\/66744\/"},"modified":"2026-08-04T19:30:08","modified_gmt":"2026-08-04T19:30:08","slug":"bmw-owners-outraged-by-spider-man-ads-on-their-dashboard-screens","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/germany\/66744\/","title":{"rendered":"BMW owners outraged by ‘Spider-Man’ ads on their dashboard screens"},"content":{"rendered":"

BMW owners are tearing into the luxury automaker after it pushed an ad for the new \u201cSpider-Man\u201d movie<\/a> onto dashboard screens in cars they had already paid tens of thousands of dollars to own.<\/p>\n

The full-screen animation \u2014 delivered through BMW\u2019s main Control Display<\/a> \u2014 triggered an immediate backlash from drivers who accused the German automaker of treating privately owned vehicles like rented advertising space.<\/p>\n

\u201cPaying 50-100k for a car, yet still getting ADs,\u201d one furious Reddit user <\/a>wrote. \u201cNext we need adblocker for cars.\u201d<\/p>\n

BMW owners are blasting the automaker after it pushed a \u201cSpider-Man: Brand New Day\u201d ad onto dashboard screens. X\/@pitdesi<\/p>\n

\u201cBMW should stop with this s\u2013t,\u201d another said.<\/p>\n

The anger was fueled by BMW\u2019s prior pledge that it would not sell space on its in-car screens to advertisers.<\/p>\n

\u201cTo say I\u2019m selling the screen to play a commercial \u2014 I don\u2019t see it,\u201d BMW connected-company senior vice president Stephan Durach said in December 2023.<\/a><\/p>\n

\u201cIt\u2019s a private space.\u201d<\/p>\n

But less than three years later, BMW began sending the movie promotion to vehicles in more than 70 markets.<\/p>\n

BMW began displaying the promotion on the dashboard screens of eligible vehicles in more than 70 markets. X\/@pitdesi<\/p>\n

The in-car promotion sparked an immediate backlash from owners who said their vehicles shouldn\u2019t double as advertising space. X\/@pitdesi<\/p>\n

The ad appears as a banner when the car starts. Drivers can click it to launch a 19-second, full-screen animation with music and a light show synchronized through the vehicle\u2019s ambient lighting system.<\/p>\n

Drivers don\u2019t have to open the ad, but they can\u2019t avoid seeing the banner. There\u2019s no skip button.<\/p>\n

The spot rolled out starting July 27 and is scheduled to remain live through Aug. 10 on eligible BMWs built after July 2020 and running BMW Operating Systems 7, 8, 8.5, 9 or X.<\/p>\n

BMW has stressed that the animation does not autoplay.<\/p>\n

Owners, however, said that misses the point.<\/p>\n

\u201cF\u2013k these a\u2013holes selling cars to people THAT BMW still OWNs,\u201d one commenter wrote<\/a>.<\/p>\n

BMW\u2019s in-car promotion formed part of Sony\u2019s record-breaking global marketing campaign for \u201cSpider-Man: Brand New Day.\u201d \u00a9Sony Pictures\/Courtesy Everett Collection<\/p>\n

Consumer advocates say drivers don\u2019t expect to encounter video advertising on screens meant for navigation, climate controls and other vehicle functions. AJ_stock_photos \u2013 stock.adobe.com<\/p>\n

Consumer advocates said BMW risks violating a basic expectation buyers have when they purchase a vehicle.<\/p>\n

\u201cThese display screens are supposed to provide drivers with easy access to car controls like navigation, climate control, backup camera video, etc.,\u201d Edgar Dworsky, founder of ConsumerWorld.org and a former assistant Massachusetts attorney general who worked in consumer protection, told The Post.<\/p>\n

\u201cDrivers don\u2019t expect to be subjected to video advertising in the privacy of their own car and they shouldn\u2019t be.\u201d<\/p>\n

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Dworsky said he expects BMW owners \u201cto voice their displeasure loud and clear at this unexpected and unwelcome source of intrusive advertising.\u201d<\/p>\n

The dashboard animation was part of a massive Sony Pictures marketing campaign for \u201cSpider-Man: Brand New Day\u201d that Deadline valued at $309 million in worldwide media exposure \u2014 an all-time Hollywood record.<\/p>\n

The film opened with roughly $932 million in global ticket sales.<\/p>\n

A Sony Pictures spokesperson told The Post that \u201cyou would need to talk to BMW as we can\u2019t speak about their car designs.\u201d<\/p>\n

The Post has sought comment from BMW.<\/p>\n","protected":false},"excerpt":{"rendered":"BMW owners are tearing into the luxury automaker after it pushed an ad for the new \u201cSpider-Man\u201d movie…\n","protected":false},"author":2,"featured_media":66745,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20955],"tags":[36630,6213,94,2682,50150],"class_list":["post-66744","post","type-post","status-publish","format-standard","has-post-thumbnail","category-bmw","tag-ads","tag-bmw","tag-business","tag-spider-man","tag-spider-man-turn-off-the-dark"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/66744","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/comments?post=66744"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/66744\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/66745"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=66744"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=66744"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=66744"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}