BMW Owners Outraged by 'Spider-Man' Movie Ads Appearing on Dashboard Screens
Luxury car owners accustomed to a premium experience are criticizing BMW for displaying full-screen advertisements within their vehicles.
BMW owners have expressed significant dissatisfaction after the automaker began displaying advertisements for the new “Spider-Man: Brand New Day” movie on their dashboard screens. The full-screen animations, delivered through the vehicle’s main Control Display, have led drivers to accuse BMW of treating privately owned luxury vehicles as advertising space.
Owners shared their frustration on platforms like Reddit, with one user writing, “Paying 50-100k for a car, yet still getting ADs. Next we need adblocker for cars.” Another comment stated, “BMW should stop with this s–t.” This backlash is particularly sharp given BMW's previous assurances against placing advertisements on its in-car screens. In December 2023, Stephan Durach, BMW's senior vice president for connected company, remarked, “To say I’m selling the screen to play a commercial — I don’t see it. It’s a private space.”
The promotion began rolling out on July 27 and is slated to run through August 10. It appears as a banner when the car starts and can be clicked to launch a 19-second full-screen animation. While the animation does not autoplay, drivers cannot bypass the initial banner, and there is no skip option. The ads are being shown in eligible BMWs built after July 2020 and equipped with BMW Operating Systems 7, 8, 8.5, 9, or X, across more than 70 markets.
Consumer advocates suggest that BMW's action could breach a fundamental expectation of vehicle owners. Edgar Dworsky, founder of ConsumerWorld.org, noted that display screens are intended for essential vehicle functions such as navigation and climate control. "Drivers don’t expect to be subjected to video advertising in the privacy of their own car and they shouldn’t be," Dworsky said, anticipating owners will "voice their displeasure loud and clear at this unexpected and unwelcome source of intrusive advertising."
The in-car promotion was part of Sony Pictures' extensive marketing campaign for “Spider-Man: Brand New Day,” reportedly generating significant worldwide media exposure. A Sony Pictures spokesperson indicated that inquiries regarding car designs should be directed to BMW.