Twix adverts banned for condoning unsafe driving
Mars-Wrigley, which owns the Twix brand, told the Advertising Standards Authority (ASA) the ad had a 'cinematic presentation' and was set in a 'world that was absurd, fantastical and removed from reality'.
📰 This week's rulings include:
🚘 A TV and Video on Demand ad for Mars Wrigley that condoned unsafe driving.
🏥 A website for Navi Organics that made unsubstantiated efficacy claims and discouraged essential medical treatment.
📖 Read more: https://t.co/dbGYsX8oPm pic.twitter.com/7wXKqjuzwD
— ASA (@ASA_UK) June 11, 2025
It said Twix is known for its playful and absurd tone, and the humour in the ad reflected this.
However, the ASA said: 'We considered the emphasis on a chase, and the speed inherent to that, and the driving manoeuvres featured would be dangerous and irresponsible if emulated in real life on a public highway.
'Because we considered the driving depicted in the ads condoned unsafe driving that appeared likely to breach the legal requirements of the Highway Code, we concluded the ads were irresponsible.'
The ASA ruled the ads must not appear again in their current form, adding: 'We told Mars-Wrigley not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads.'
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