'It is not a form of advertising': BMW defends Spider-Man pop-up ads that
have infuriated customers

Date:
Wed, 05 Aug 2026 15:13:10 +0000

Description:
BMW says Spider-man in-car promos are not advertising. Owners aren't so sure.

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Customers hit out at connected cars as Spider-Man ads appear in vehicles BMW says the Festive App is not a form of advertising Backlash against connected cars intensifies online Last week, reports emerged in the US of BMW owners receiving pop-up ads that promoted the German brands involvement with the new Spider-Man: Brand New Day movie.

BMW vehicles appear throughout the super hero caper in typical summer blockbuster product-placement fashion, but BMW pushed things further by running what it calls themed animations and messages on the infotainment systems of a select number of connected vehicles. Owners quickly took to internet forums to complain about these pop-up ads, which appeared in the
form of a message that asked them whether or not they would like to launch
the animation. Latest Videos From TechRadar Watch full video here:

However, BMW has now defended itself against the outcry. The Festive App in the BMW operating system is designed to provide customers with optional
themed animations and messages linked to a range of global and local occasions. It is not a form of advertising, a BMW spokesperson said when we reached out for comment. spidermanbrandnewday from r/SpidermanBrandNewDay/comments/1v803or/got_this_commercial_in_my_car_today_as _part_of According to the German marque, customers can not only choose
whether or not they want to see the Spider-Man content, but it is also only available when the vehicle is stationary. You may like New poster for Spider-Man 4 draws humorous comments and criticism from Marvel fans Amazon adds full-screen startup ads to Fire TV devices EV tech is trickling down to hybrid and combustion vehicles, and Im here for it

The spokesperson we contacted also stated that the Spider-Man tie-in was only available in certain markets, stressing that it was not available in the UK
or Ireland.

While it can be argued that offering Spider-Man themed videos to showcase the abilities of today's infotainment systems is just a bit of fun, the online backlash so far has been overwhelmingly negative. Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.

This also comes from a brand that previously flirted with the idea of
charging owners a Netflix-style subscription to unlock hardware already installed on the car, such as heated seats and steering wheels. Analysis: Blurring the line between content and advertising (Image credit: Myriam
Joire) The online repercussions from BMWs decision to run themed animations and messages haven't been great so far, with many bemoaning the gradual marketing creep that appears to be happening with any product thats connected to the internet.

One commenter on Reddit said, I dont want my car, fridge or toaster to have
an internet connection, which perfectly sums up the current anti-connected argument. What to read next Lets swing through the best Spider-Man: Brand New Day toys, collectibles, and gear Spider-Man: Brand New Day trailer #2 live: what we know ahead of the new teaser's debut LG's gaming monitors and TVs are facing a user revolt due to new adware and privacy policies

It's totally understandable. The car used to be one of the few sanctuaries where humans could switch off and escape the furious pace of modern life.

Perhaps tuning in to a radio station or enjoying a favorite album used to be the extent of the multimedia on offer, but with the rapid advance of
connected infotainment systems, cars are becoming an extension of our ever-expanding digital lives.

It seems that when this helps boost productivity or keeps us entertained (via apps and games), most owners are happy to play along, but as soon as the subject of pop-up ads and the misuse of personal data surfaces, the sentiment is suddenly very different. Follow TechRadar on Google News and add us as a preferred source to get our expert news, reviews, and opinion in your feeds.



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Link to news story: https://www.techradar.com/vehicle-tech/hybrid-electric-vehicles/it-is-not-a-fo rm-of-advertising-bmw-defends-spider-man-pop-up-ads-that-have-infuriated-custo mers


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